[OPLIN 4cast] OPLIN 4Cast #743: The arms race to track you is heating up

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OPLIN 4Cast #743: The arms race to track you is heating up
March 24th, 2021

[image: All seeing eye surveilling] Each iPhone has a unique,
device-specific i.d. that helps Apple and other companies track activity on
the device. It's called IDFA, Identity for Advertisers, and it's like a
cookie that you can't delete, which makes it a very valuable advertising
asset. Last summer, Apple announced that user privacy controls built into
iOS 14 would explicitly ask you, for each app, whether to allow such
tracking. Most commentators say the move effectively killed IDFA, because
who's going to say, "Yes! Please track me!"

When iOS 14 was released in September, Apple agreed to delay the IDFA
opt-in requirement until "early next year." As March marches toward a
close, the tech world prepares for the change.

   -
   - Apple IDFA Survey: 38.5% Will Allow Mobile Apps To Track Them In iOS 14
   <https://www.forbes.com/sites/johnkoetsier/2021/03/09/apple-idfa-survey-385-will-allow-mobile-apps-to-track-them-in-ios-14-and-google-is-the-most-trusted-big-tech-company/?sh=8db3a82f99f5>
   [*Forbes*] "Over 60%, however, will not allow apps to track them, and
   that will decrease global ad personalization capability by 44% as soon as
   Apple releases the next version of its mobile operating system."
   - Zuckerberg: Facebook may actually be in a "stronger position" after
   Apple's iOS 14 privacy changes
   <https://www.cnbc.com/2021/03/18/zuckerberg-facebook-may-be-in-stronger-position-after-apple-ios-14.html>
   [*CNBC*] "The change could benefit Facebook if more businesses decide to
   sell goods directly through Facebook and Instagram."
   - Apple Scores Legal Win in France Over App-Privacy Changes
   <https://www.wsj.com/articles/apple-scores-legal-win-in-france-over-app-privacy-changes-11615971737?mod=djemalertNEWS>
   [*Wall Street Journal*] "The authority said, however, that it plans to
   pursue an in-depth investigation to determine whether Apple’s changes could
   be regarded as 'self-preferencing' by imposing stricter rules on
   third-party apps than it does on itself. "
   - TikTok wants to keep tracking iPhone users with state-backed workaround
   <https://arstechnica.com/gadgets/2021/03/chinas-tech-giants-test-way-around-apples-new-privacy-rules/>
   [*Ars Technica*] "The big picture is that there is simply too much money
   at stake. There will always be an arms race to track consumers. Only
   legislation can make it stop."

*From the Ohio Web Library <http://ohioweblibrary.org>:*

   - Shields, Ronan. “Apple Changes the Privacy Game
   <https://search-ebscohost-com.proxy.oplin.org/login.aspx?direct=true&db=buh&AN=145966361&site=bsi-live>
   .” *Adweek*, vol. 61, no. 19, Sept. 2020, pp. 4–5.
   - Garfinkel, Simson L. “Anonymous Tracking
   <https://search-ebscohost-com.proxy.oplin.org/login.aspx?direct=true&db=f5h&AN=66857484&site=ehost-live>
   .” *Technology Review*, vol. 114, no. 4, July 2011, p. 65.
   - Bloomberg, Kurt Wagner. “Facebook Fears Apple IOS 14 Will Hurt Ad
   Business
   <http://search.ebscohost.com.proxy.oplin.org/login.aspx?direct=true&db=pwh&AN=6FPTS2020082758711868&site=pov-live>
   .” *Toronto Star (Canada)*, 27 Aug. 2020.

------------------------------
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