"In May 2021, Apple introduced App Tracking Transparency (ATT), a privacy feature that lets users choose whether apps can track their activity across other companies' apps and websites for advertising or data-sharing purposes. Following the rollout of the feature, cross-app and cross-site tracking declined sharply, with at least one study reporting a 54.7% drop in tracking rates in the United States alone."
"Intense lobbying efforts in Germany, Italy and other countries in Europe may force us to withdraw this feature to the detriment of European consumers. (...) We will continue to urge the relevant authorities in Germany, Italy and across Europe to allow Apple to continue providing this important privacy tool to our users. Specifically, when it comes to Germany, the country's Federal Cartel Office concluded earlier this year in a preliminary assessment that ATT was potentially anticompetitive, as Apple allegedly didn't apply the same privacy standards"
App Tracking Transparency (ATT), introduced by Apple in May 2021, lets users choose whether apps can track activity across other apps and websites for advertising or data-sharing. Following rollout, cross-app and cross-site tracking declined sharply, with one study reporting a 54.7% drop in tracking rates in the United States. The change reduced some advertising capabilities, and companies such as Meta allegedly found workarounds to bypass ATT and preserve ad metrics. Several companies and groups initiated legal and regulatory challenges alleging anticompetitive behavior, and European authorities have scrutinized ATT. Germany issued a preliminary assessment that ATT may be anticompetitive, and France fined Apple; Apple says it applies higher privacy standards and urges regulators to allow ATT to remain available.
Read at 9to5Mac
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