Apple's App Tracking Transparency: A Detailed Overview

Apple is releasing further specifics regarding its forthcoming App Tracking Transparency feature. This functionality will grant users granular control over their data, allowing them to decide, on a per-application basis, if it can be utilized for advertising targeting.

Current Implementation and Future Enforcement

Currently, users of the latest iOS version can observe the effects of App Tracking Transparency. iOS already incorporates a Tracking section within its Privacy settings, and certain applications have begun requesting user permission to monitor their activity.

However, the full enforcement of these new regulations will commence with the public release of iOS 14.5, anticipated in early spring. This release, presently in developer beta, will likely result in a significant increase in permission requests presented to iPhone users.

How Tracking Requests Will Appear

These requests will be displayed at various points during app usage. Each request will feature a standardized message inquiring whether the app can “track your activity across other companies’ apps and websites.” Developers will also provide a customized explanation accompanying this message.

Following a permission request, the setting will also be accessible within the Tracking menu. Users can then enable or disable app tracking for each application individually.

Global Tracking Controls

Users will also have the option to enable app tracking across all applications or to completely opt out of these requests with a single toggle switch.

Beyond IDFA: Comprehensive Tracking Restrictions

It’s important to note that these rules extend beyond the IDFA identifier. While Apple directly manages IDFA, a company representative clarified that opting out of tracking will also require developers to cease utilizing other identifiers – such as hashed email addresses – for ad targeting.

Furthermore, developers will be prohibited from sharing user data with external data brokers.

Internal Tracking Exceptions

However, this policy does not prevent developers from tracking users across multiple applications if all those applications are operated by the same entity.

Apple's Own Practices

Apple has confirmed that its own applications will adhere to these new guidelines. Users will not receive tracking requests from Apple itself, as it does not track users across third-party applications for advertising purposes.

It's worth remembering the existing Personalized Ads option, which governs whether Apple can leverage its own first-party data for ad targeting.

Industry Response and Concerns

Facebook has been a prominent critic of this change, expressing concerns that it will negatively impact small businesses reliant on targeted advertising. The company also suggests that the change will financially benefit Apple.

Apple's Defense and Transparency Efforts

Apple has responded to criticism through privacy-focused presentations and a detailed report titled “A Day in the Life of Your Data.” This report illustrates how user tracking and targeting actually function.

The report has recently been updated with additional information concerning ad auctions, ad attribution, and Apple’s own advertising solutions – SKAdNetwork, which monitors app installations following ad views, and Private Click Measurement, which tracks ad-driven website traffic using on-device data processing.