Procter & Gamble Co. was one of the companies that partnered with the China Advertising Association to test a new data collection tool designed to circumvent Apple’s application tracking transparency rules. The Wall Street Journal.
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The state-backed Chinese advertising agency developed a new user tracking method called CAID to replace access to the IDFA or ad identifier of an iPhone or iPad. As of iOS 14.5, Apple will not allow applications to access the IDFA of a device without the user’s express permission, which will result in tracking between applications and websites used for targeting. of ads.
CAID has been testing in China with major companies such as Baidu, ByteDance (TikTok) and Tencent, as well as Proctor and Gamble. Apple in mid-March began warning developers not to circumvent the transparency rules for tracking applications with methods like CAID. Apple has told developers that trying to avoid new ad tracking restrictions will result in removal from the App Store.
“The App Store terms and guidelines apply equally to all developers around the world, including Apple,” an Apple spokesman said. The Wall Street Journal. “We firmly believe that users should be asked for their permission before tracking them. Applications that they consider do not take into account the user’s choice will be rejected.”
As a major advertiser worldwide, P&G has a strong interest in user tracking and is the largest Western company involved in efforts to create a transparent application tracking transparency. P&G owns many major brands including Gillette, Charmin, Pampers, Tide, Bounty, Pantene, Crest, Febreeze and many more.
In a statement, P&G said The Wall Street Journal which provides input to the China Advertising Agency to “provide useful content that consumers want in a way that prioritizes privacy, transparency, and data consent.” Offering useful content to consumers “means collaborating with platforms and publishers, both directly and through our advertising partners around the world.”
P&G maintains its own consumer database that is not dependent on Facebook, Google and other advertising platforms. In accordance with The Wall Street Journal, P&G has created a database of 1.5 million customers worldwide through a combination of anonymous consumer identifiers and personal information shared by customers. P&G makes extensive use of this database in China, where it spends 80% of its digital ads on targeted ads.
P&G declined to provide additional details about the CAID tool and did not say whether it will use the technology. It’s still unclear how Apple will respond to CAID if some of the world’s largest companies adopt the ad tracking alternative. When news came out of the warnings to Chinese developers, a veteran of the Chinese marketing industry said Apple’s actions could “stop” CAID testing.
Other U.S. companies including Deloitte, PricewaterhouseCoopers and Nielsen are also working with the China Advertising Agency at CAID.
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