Apple's App Tracking Transparency (ATT) has been criticized for requiring user consent for third-party tracking to be obtained twice, disadvantaging smaller publishers. In contrast, only a single consent is needed for Apple's own data collection. This system particularly affects small companies lacking sufficient proprietary data for targeting advertisements. Despite being fined €150 million by French authorities, which won't significantly impact Apple’s finances, the company may need to adjust the ATT framework to meet compliance. The French competition authority has not specified how changes should be made, leaving it to Apple to adapt accordingly.
"Apple's App Tracking Transparency tool creates an asymmetry where its own data collection requires one consent, while third-party tracking needs a double consent from users, placing smaller publishers at a disadvantage."
"Despite the €150 million fine for Apple, the real impact is expected to be minimal on its revenues, although changes to the ATT framework may be necessary to comply with French regulations."
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