At this year’s Worldwide Developer’s Conference, Apple announced that it would be making several updates to the iPhone’s operating system that will introduce new privacy features designed to protect its user. Here, senior reporter Tim Peterson breaks down these new protections and the loopholes that come with them.
The key takeaways:
- With most single sign-on (SSO) tools, the owner of that tool knows when you are using it to sign in somewhere else. For example, every time someone uses Facebook to sign in to another app, Facebook knows it.
- Apple’s SSO tool, ‘Sign in with Apple’, is designed a bit differently, as it gives the user an option to disguise their identity. To do this, Apple creates an anonymized email address that is sent to the app, rather than providing the user’s actual information.
- Apple is also introducing several ways to block location tracking, by changing the location tracking permissions. Historically, the options for this have been ‘never’, ‘only when using this app’ and ‘always’. Now that last option will be changed to ‘only this once’, and the app will have to ask for permission each time the user logs in.
- There is a loophole to this, however, where after a user selects ‘only this once’, the app may ask a follow-up question to see if the user will always let them track the location.
- Apple is also taking steps to make it harder for companies to track its users via Wi-Fi and Bluetooth. Now if an app wants to use either of these channels to track a user’s location, they will need to ask explicit permission. While this doesn’t completely shut the door on Wi-Fi and Bluetooth tracking, it does force companies to get permission before collecting the information.
To watch more videos from Digiday, head to our YouTube channel.
-
‘I hate advertising in games’: Q&A with Epic Games’ Tim Sweeney and Saxx Persson on the future of Fortnite, Unreal Engine
Marketers be warned. Don’t mention in-game advertising to Epic Games boss Tim Sweeney. He does not care for it, and has no plans to move into the ads business.
-
Of all the concerns marketers may (or may not) have about TikTok right now, the pixel isn’t one of them
Marketers have a lot on their minds when it comes to TikTok these days, from the geopolitical tensions over the app’s supposed ties to the Chinese government to whether they should be funding some of the content on it.
-
With podcast advertising maturing, more mainstream brands want in on growth
Podcasts, once a go-to marketing channel for direct-to-consumer brands, have become a mainstay for more seasoned advertisers, agency executives say.
-
SponsoredHow critical data pillars will increase brands’ confidence in CTV
Mario Diez, CEO, Peer39 With every quarter, the balance of TV viewership slips away from the traditional linear model and more towards connected TV. Less than half of the adults in the U.S. subscribe to cable or satellite, and fewer than half of the households watched linear TV daily in the second half of 2022. […]
-
Marketing Briefing: Coca-Cola and other major marketers enter ‘test and learn’ phase with generative AI
Many major marketers like Coca-Cola are asking agencies how they can use generative AI technology. But most are not creating consumer-facing work with generative AI just yet.
-
As its future hangs in the balance, TikTok tries to keep advertisers on its side
The whole idea that TikTok is really spyware is nothing more than a myth, according to the app. And it wants marketers to know it.
