start Apple requests permission to enable personalized ads in iOS 15, which is the company’s way of serving relevant ads in the App Store and Apple News by analyzing what you read, buy, and search on your device.
The company used to collect this information by default. But now plan to ask for permission.
The company asked other developers to seek users’ permission with the first appearance of app tracking transparency. So it seems to show that they adhere to a similar standard.
And the personalized ads popup should appear when you open the App Store if you’re using the latest iOS 15 beta.
In the pop-up, the company wrote that ads help you discover relevant apps, products, and services while protecting your privacy by using device-generated identifiers and not associating advertising information with an Apple ID.
Depending on the advertising company’s policy, the sources from which targeted ads are derived vary. But it can include your device information, searches and purchases in the App Store, and news stories you read in Apple News.
The company adheres to its policy and also allows you to turn off personalized ads entirely in the Settings app.
Apple ad targeting, or personalized ads as the company calls it, is pre-enabled by default without any kind of prompts.
Users had to learn the preference on their own and navigate through four levels of settings to disable it.
The fact that it was on by default also led to antitrust scrutiny, especially as the company limited the ability of third-party ad networks to target individual users by introducing app tracking transparency.
For example in France, the company is currently facing an antitrust complaint that its users were not sufficiently aware of the use of its personal data processing when it comes to ad targeting.
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Apple asks you before it targets you with ads in iOS 15
This is a small step the company can take towards treating itself the same way it treats developers. All of whom are required to require tracking of users of Apple products as part of the App Tracking Transparency Policy.
However, Apple’s first-party ad targeting does not technically fall within the scope of those restrictions, unlike developer apps that may share the information they collect with third parties.
The developers are expected to ask the user if they agree to the tracking. While it allows the company to refer to what it does as an allotment.
This change is seen as another concession in response to the current antitrust scrutiny the company faces.
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