Google readies iOS privacy workaround - Mobile World Live
27 JAN 2021
Google prepared to stop collecting identifying information from iOS users to circumvent a controversial Apple policy which will require consent before apps can track their activity.
Advertisers including Google have so far used the unique iOS identifier for advertisers (IDFA) to trace user activity across apps and deliver personalised marketing. However, Apple’s forthcoming App Tracking Transparency policy will require consumers to opt-in to such monitoring.
In a blog, Google Ads group product manager Christophe Combette said it plans to stop using IDFA once the rule takes effect, noting this will allow it to avoid using a consent pop-up.