Apple’s senior director of Global Privacy, Jane Horvath discusses ATT privacy update, Google and more

Apple will launch a new iOS 14 privacy feature, App Transparency Tracing (ATT) update in spring. Ahead of the ATT privacy update release, Apple’s senior director of global privacy Jane Horvath discussed the upcoming feature, Google as the default browser on iPhone, and other topics.

The upcoming iOS 14 App Transparency Tracing update, replacing IDFA, has created a lot of buzz in the tech industry. As the privacy feature will make it mandatory for developers to ask permission before tracking users’ activity across other apps and websites on iPhones, the digital advertisers are worried that the majority of users would opt-out which will adversely affect their targeted marketing business model. Based on collecting and storing as much users’ data to show targeted ads, this business is model is called invasive and insecure by Apple and Human and Digital Rights organizations. Horvath explains the implication of the new ATT feature on ensuring users’ privacy and the advertising industry at the CPDP online roundtable, organized by Apple.

 As advertising continues to evolve, how will user sentiment in relation to the creation of advertising profiles be reflected in technology? Technology solutions to provide choice and control to individuals are emerging in the market and the panel will consider how such solutions or others can be integrated into advertising practices to reflect the wishes and rights of individuals.

ATT privacy update

Apple’s upcoming ATT privacy update will give users choice, says the company’s senior director of Global Privacy

At the ‘A path to empowering user choice and boosting user trust in advertising’ conference, while discussing methods to give people control, Hovarth said that the ATT framework gives users choice and control over if they want to be tracked or not.

“All that we are doing with our App Tracking Transparency framework, or ATT, is giving users choice; asking individuals whether they want to be tracked or not.

Think of it this way: Isn’t it odd that some people don’t want users to have the choice over whether or not they are tracked with a clear and precise language? This is very important. Developers should not try to take steps to ignore the user space, if the user asked not to be tracked.”

The explanation comes at the time when advertisers like Facebook are strongly criticizing Apple for changing the mobile advertising industry by releasing the ATT privacy feature.

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Addicted to social media and in love with iPhone, started blogging as a hobby. And now it's my passion for every day is a new learning experience. Hopefully, manufacturers will continue to use innovative solutions and we will keep on letting you know about them.