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Apple confirms it is delaying ad anti-tracking feature for iOS 14

By Cookie Monster - on 4 Sep 2020, 8:03am

Apple confirms it is delaying ad anti-tracking feature for iOS 14

A privacy feature in iOS 14 that allows users to opt out of in-app ad tracking will be not be released this year. 

Apple has confirmed in a statement to TechCrunch that the ad anti-tracking feature will be delayed until "early next year". The delay is not due to bugs or software issue as Apple wants to give developers sufficient time to make the necessary changes. 

We believe technology should protect users’ fundamental right to privacy, and that means giving users tools to understand which apps and websites may be sharing their data with other companies for advertising or advertising measurement purposes, as well as the tools to revoke permission for this tracking. When enabled, a system prompt will give users the ability to allow or reject that tracking on an app-by-app basis. We want to give developers the time they need to make the necessary changes, and as a result, the requirement to use this tracking permission will go into effect early next year.

Major advertising companies such as Facebook have criticised the feature as it could affect ad revenue significantly. The social media giant said last week that the ad anti-tracking feature may render its Audience Network so ineffective in iOS 14 that it may not be viable to offer it anymore.

Source: TechCrunch

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