As of yesterday, iPhone users can install the latest iOS 14.5 update. New features include the Tracking Transparency App, which forces apps to ask permission before collecting personal data. We have summarized everything you need to know about this feature.
You surely didn’t miss it. Apple has been communicating on theApp Tracking Transparency (ATT), this feature that forces applications to ask for permission to track users. It therefore gives them a huge gain in confidentiality when they use their iPhone to consult their social networks, perform a Google search or simply surf the web.
Thus, since the rollout of the update yesterday, some people see a pop-up window when they open certain applications. Users are asked if they allow these to “Track your activity in apps and on other companies’ websites.” They then have the choice between “Ask the app not to track my activities” and ” To allow “. But what does this really mean? We will explain everything to you.
How advertising anti-tracking works
It’s no longer a secret that many apps use users’ personal data for a living. Gender, age, geolocation, email address, phone number… All of this information is a real gold mine for brands, which use it to deliver targeted advertising to consumers. Concretely, if you use a running application and you have recently looked for a new pair of sports shoes, you will quickly be entitled to a certain number of ads offering you products related to this discipline.
In short, if advertisers do not have access to your real identity, they have a very precise idea of who you are. They know your tastes, your shopping habits, your friends and the restaurant you like to stop for coffee. As for your privacy, however, we’ll come back. This is where ATT comes in. By refusing to allow applications to track you, you prevent them from sharing this multitude of information with third-party companies.
iOS 14.5 doesn’t remove targeted advertising as much
However, that does not mean the end of advertising on your iPhone. Do not forget that this is most often the number 1 source of income for free applications, and a significant pocket money for others. Note that Apple does not prevent applications from collecting personal data, but only as explained above, from sell them to outside organizations.
Thus, social networks like Facebook and Instagram, to name a few, will continue to display targeted advertising. On the other hand, it will be less well “targeted”, precisely. Remember that these require at least vyour date of birth and your email address to create an account. By cross-checking this information with other databases, they will be able to serve up advertisements that may be of interest to you.
On the same topic: iOS 14.5 – Apple blocks apps that violate anti-tracking measures
In contrast, for applications like mobile games that do not require any information to register, the advertisements displayed will probably no longer be relevant at all. Cut off from their data source, they will have to be content to bequeath their advertising space to whoever wants it, failing to speak directly to you. To summarize, the more an app knows about you, the more targeted the displayed ad will be.
How to activate ad tracking
To prevent an app from tracking your activity, simply select the option “Ask the app not to track my activities” when the pop-up window appears. By default, your iPhone prevents all apps from collecting ad data. To find out if this is the case on your device, go to Settings> Privacy> Tracking and check that the option Allow app tracking requests is disabled.
Even after installing iOS 14.5, some apps may not open a pop-up window when you launch them. This is perfectly normal, as some still need to be updated to comply with Apple’s measures. Additionally, some users experience some issues with the functionality. This is a bug that will likely be fixed soon.