How P&G want to circumvent Apple’s fierce iOS anti-tracking plans?
P&G has reportedly teamed up with the China Advertising Association with the ultimate goal of experimenting with a new tool specifically designed to circumvent Apple’s new “App Tracking Transparency” policy.
Procter & Gamble (P&G) does not want to stand idly by in the face of Apple’s ambitious offensive in terms of data protection policy and is developing its tool to compile data so that it can continue to carry out personalized advertising on iOS, the Cupertino company’s operating system for mobile devices.
According to The Wall Street Journal, P&G has reportedly teamed up with the China Advertising Association with the ultimate goal of experimenting with a new tool specifically designed to circumvent the Apple company’s new “App Tracking Transparency” policy.
The U.S. consumer goods giant was reportedly one of the companies testing the new CAID data collection tool, which would provide advertisers with an alternative to the IDFA identifier to carry out tracking actions aimed at displaying personalized advertising to the user on iOS.
In addition to P&G, several large Chinese corporations such as Baidu, Tencent, ByteDance, and also U.S. companies such as Deloitte, PricewaterhouseCoopers, and Nielsen are involved in the CAID experimentation.
P&G confirms to The Wall Street Journal that it has indeed collaborated with the China Advertising Association to find ways “to deliver truly useful content to the user in a way that prioritizes privacy, transparency, and consent.”
The multinational, which includes brands such as Gillette, Pantene Oral-B, or Ariel, has a great interest in tracking user behavior on the network of networks. P&G currently manages a database of 1.5 million customers worldwide, based on identifiers and other personal information. This database is mainly used in China, where the company spends 80% of its personalized advertising budget.
For its part, Apple has already warned iOS ecosystem developers that any attempt to violate its “App Tracking Transparency” policy will result in immediate expulsion from its App Store.
“The App Store terms and conditions apply equally to developers around the world, including Apple. We strongly believe that user permission must be sought before we can track them. That’s why apps that don’t take the user’s decision into account will be rejected,” an Apple spokesperson told The Wall Street Journal.