iOS 'App Tracking Transparency' Feature... Blocks Personal Data Collection by Chinese Companies like Tencent
[Asia Economy Reporter Kim Suhwan] Apple's recently introduced app tracking prevention feature, aimed at protecting users' personal information, has been found to block Chinese information technology (IT) companies from collecting user data.
On the 5th (local time), the U.S. IT media outlet MacRumors reported that the app tracking prevention feature newly provided in the iPhone operating system (iOS) version 14.5, released by Apple last April, is actively blocking Chinese IT companies from tracking iPhone users' personal information.
The app tracking prevention feature disables apps' access to the iPhone user's IDFA (Identifier for Advertisers ? a unique ID assigned individually to mobile device users for advertising purposes).
Until now, advertisers have used the IDFA to track iPhone users' search activities, app usage records, and send personalized advertisements.
However, consumers who updated to iOS 14.5 can now choose to prevent apps from tracking their usage records.
After this update was distributed, Chinese IT companies such as Tencent, Baidu, and ByteDance, the parent company of TikTok, introduced a pilot technology called 'CAID' to bypass the app tracking prevention feature.
However, Apple responded by banning all apps using CAID technology from appearing on its App Store. Apple also dealt with existing apps by rejecting registration if developers submitted updates applying CAID.
Foreign media reported that with CAID technology effectively blocked, no companies are currently attempting to use it.
An editor of a Chinese IT media outlet described this as "a clear victory for Apple," stating that "Chinese IT companies have been made to comply with Apple's privacy protection rules."
Alex Bauer, Head of Marketing at ad technology company Branch, said that Chinese companies did not anticipate Apple's strong response, adding, "Apple's proactive measures have eliminated the momentum for the spread of CAID technology adoption."
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