Procter & Gamble Co. participated in testing an advertising technique being developed in China to collect iPhone data for specific ads, a step that aims to give companies a method to bypass Apple’s new privacy tools Inc., according to people who know the subject.
The move is part of a broader effort by the consumer goods giant to prepare for an era in which new rules and consumer preferences limit the amount of data available to marketers. P&G – among the world’s largest advertisers, with brands such as Gillette razors and Charmin toilet paper – is the largest Western company involved in the effort, according to people.
The company has joined forces with dozens of Chinese commercial groups and technology companies working with the state-backed Chinese Advertising Association to develop the new technique, which would use technology called fingerprint device, according to people. As a CAID, the advertising method is being tested through apps and collects data from iPhone users to run specific ads.
Apple plans a software update in the coming weeks that will require app users to choose whether they want to track their activity through other companies ’apps and websites. Apple has promoted the new software as an important step to put privacy controls in the hands of users. The fingerprints of the devices meet Apple’s standards and the tech company has said it would ban any application that violates its policies.
“The terms and guidelines of the App Store apply equally to all developers around the world, including Apple,” an Apple spokesman said. “We firmly believe that permission should be sought from users before tracking. Applications that disregard the user’s choice will be rejected.”