Advertisers have criticized iOS 14. Tracking users has become difficult

A group of European advertisers criticized Apple for the new iOS 14 feature . They don’t like the fact that the operating system now asks users whether it is possible to track their activity in applications and the browser.

Sixteen marketing associations, some of which are supported by Facebook and Alphabet, have accused Apple of not adhering to the advertising industry system in order to obtain user consent in accordance with European privacy rules.

Applications will now have to request permission twice, which increases the risk of user failure.

Last week, Apple engineers said the company would improve a free developer tool that uses anonymous aggregated data to measure advertising campaign performance.

EU Advertisers Criticize New App Tracking Privacy Controls in iOS 14

A Google-backed group of European digital advertising associations has criticized Apple for requiring apps in iOS 14 to seek additional permission…


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