Apple reveals details of privacy enhancement 'Application Tracking Transparency' scheduled to be implemented in iOS 14.5

In iOS 14.5, which is scheduled to be released in the spring of 2021, Apple plans to implement a feature called `

` Application Tracking Transparency (ATT) '' that allows users to choose whether or not to allow user tracking. ATT is a function implemented as part of the policy change that Apple makes to protect privacy, but there is also an opinion that the appearance of ATT will make it impossible to deliver effective advertisements. Meanwhile, Apple has newly released a PDF file called `` A Day in the Life of Your Data '', how the policy change is done, and ``how to measure the effectiveness of advertising without user tracking'' I have clarified the details.

A Day in the Life of Your Data
(PDF file)

Apple's published 'A Day in the Life of Your Data' PDF file contains the words of former Apple CEO Steve Jobs: 'I want people to be smarter and share more data than others. I believe people will come out too.Ask them every time.Ask them until they get tired of being asked and say, 'Stop asking me.'How do you think you're going to get their data? Tell them exactly what you are dealing with.”

First, Apple lists the following four points as privacy principles.

1: Minimize data collection in providing services
2: Process data on the device as much as possible and do not send it to Apple's server etc.
3: Allow users to understand how their data is handled and control it
4: Increase security in both hardware and software so that data is kept safe

And even in the explanation 'Ad Attribution', Apple said, 'Advertisers can measure the effectiveness of advertisements for groups without user tracking. Apple protects user privacy. We have been working on the development of tools to do this.' As a tool for measuring the effectiveness of advertisements while protecting such privacy, Apple lists ' SKAdNetwork ' and 'Private Click Measurement'.

・SK Ad Network
With SKAdNetwork, advertisers can know 'how many times the app was installed after the user saw the ad'. This allows advertisers to measure the impact of their advertising. SKAdNetwork, on the other hand, is designed not to share users' personal or device-level data, so advertisers cannot track users.

・Private Click Measurement
Private Click Measurement is a tool for apps installed on iOS and iPadOS versions 14.5 and later to 'measure the effectiveness of advertising in guiding users to websites while minimizing the collection of data on the device.' . When a user clicks on an ad within an app, the advertiser is notified of the click and whether it fulfilled a purpose on the website. At this time, the advertiser is not provided with the information 'who clicked'.

Also, in the 'Frequently Asked Questions' for general users, Apple mentions the details of the policy change.

For example, to the question, 'Can I still use the full functionality of the app if I select 'Don't allow tracking'?' I cannot ask,' he replied. This policy is considered to be in anticipation of changes in the application specifications that companies may take in the future.

In addition, Apple said in its response, ``App developers are required to respect user choices other than advertising identifiers,'' and similar tools that replace IDFA , an existing tracking tool, are also prohibited. It is considered.

In addition, in the question ``Does Apple guarantee that tracking will not be done if you choose not to be tracked?'', Apple said, ``If tracking is done against the user's choice, If we find the developer, we may request an update from the developer to honor the user's choice, or remove the app from the App Store.'

As mentioned above, the full picture of Apple's policy changes is gradually becoming clear, but on the other hand, there is also an indication that policy changes made by Apple may produce results that are the opposite of the purpose.

Apple's privacy policy change creates a ``content fortress'' that is the opposite of what is expected - GIGAZINE

in Software,   Security, Posted by darkhorse_log