Are you an Apple application publisher, developer or user?

Take a look at Apple's iOS 14 release, which threatens the business models of advertising targeting solutions.

1. It tightens the rules on privacy protection in the interests of greater transparency.

Apple has created a new section dedicated to informing users about the use of their personal data.

All developers of the application are required to complete and update the application file available on the App Store, specifying :

• the data collected by the application (and in particular whether the data collected enables the user to be tracked);
• data collected by third-party partners via the application (analysis tools such as Google, social network tracking tools, advertising networks, third-party SDKs, etc.); 
• The application publisher's Privacy Policy.

2. It incorporates a new "AppTrackingTransparency" feature for the benefit of the user.

In practical terms, as soon as the application collects personal data, the App Store will send an "invitation" to each user asking for their permission to share and track the application.

Users have the option of accepting or refusing the collection and sharing of certain data.

If the user refuses, their data will remain confidential. They can also consent or refuse to be tracked online and deactivate their tracking at any time.

As more users disable tracking on iOS 14 devices, app interactions and personalised audiences based on activity in your app or on your website are likely to decline.

Facebook has already reacted by threatening to take legal action against Apple for anti-competitive practices, while already proposing workarounds.