(Reuters): Google’s iPhone apps, such as Maps and YouTube, will no longer use an Apple Inc. tool that allows them to personalize ads, avoiding a new Apple warning that informs users of their browsing.
The announcement of Alphabet Inc.’s drive in a blog post on Wednesday comes shortly before Apple is expected to begin implementing new tracking transparency rules.
For years, Apple has provided applications with a unique identifier, known as IDFA, to help them link the same user between multiple programs. The code can be essential in determining who to show an ad to and tracking whether it has forced them to make a purchase.
But Apple has said that earlier this year it will require apps to show users a unique pop-up message to obtain their consent to access their IDFA.
Facebook Inc. and other app makers are concerned that the warning may deter users from opting in and paralyze ad sales.
Because users of Google apps tend to sign in, you have a tracking alternative to IDFA, so your main advertising business is unlikely to be affected by Apple’s changes.
But he warned in his blog post that publishers and advertisers who rely on their mobile ad software will have weaker results without IDFA access.
Google said it is developing alternatives for customers, but they may not be ready right away.
Google added that customers can use their software regardless of whether they show the popup and get the necessary consent, and make no recommendations on what to do.
Apple said apps that don’t use IDFA are still required to ask the user for permission if they display and measure ads based on data acquired from other companies.
To comply, Google said its iPhone apps will stop using data from so-called third parties to personalize ads.
Facebook said last month that it plans to show the pop-up window to ask for users ’consent.
“Apple has made it clear that if we don’t use Apple’s request to block Facebook from the App Store, that would only further hurt the people and businesses that depend on our services each month,” he said.
Paresh Dave reports in Oakland, California; Edited by Sonya Hepinstall and David Gregorio