Before 14.5, Apple mobile users were able to limit ad tracking through toggles deep in the software’s settings, but this newest update directly prompts users to approve and disapprove this tracking for every app. Apps usually collect this identifier so they can connect the information about the user gathered through the app to information about that user gathered elsewhere, like on the web, in order to better target ads. Since 2012, apps developed for iOS have used an Identifier for Advertising (IDFA) to conduct tracking across different websites and apps.
The biggest difference most people will see with the introduction of the new privacy tool, called App Tracking Transparency, is a pop-up that appears when you open an app that tracks you: Apple At the same time, the move has frustrated app developers and tech companies that have relied on the reservoir of user data for years, and who fear they’re likely to be cut off from it in the near future. This new feature is a significant step for user privacy, as it gives people more control over their mobile phone app data and how it’s used by companies, like Facebook and Google, to target ads. The latest version of the company’s mobile operating system, iOS 14.5, will prompt iPhone and iPad users to opt out of tracking in apps that monitor their behavior and share that data with third parties. On Monday, Apple is rolling out a long-awaited privacy feature for iOS.
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