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Apple allows users to opt out of targeted ads

If the user does not give his consent, the advertising services embedded in the application will not be able to identify him and perform, for example, cross-referencing with his activity in other applications, which allow specialized companies to compile complete consumer profiles. Under the hood, the apple brand announced at a developer conference last week that it would give users a choice to share the device’s advertising ID.

No control so far

Since 2013 for Apple and 2014 for Google, application developers must use the advertising identifiers provided by the two mobile system giants. Compared to cookies, the user has more control over his “profiling” because he can request a new identifier in the settings of his phone, but advertisers have a very practical personal number to build their databases. Until today, no fine control existed yet to limit its use in each application.

The announcement recalls the successive limitations made to the famous “cookies” known for their intensive use for tracking purposes on websites. Apple has been posing for ten years as defender of privacy, in particular by announcing various systems to block by default a part of them on its Safari browser. Competitive browsers have followed suit, the leader Google Chrome announcing in January a two-year reprieve before the default blocking, the time to implement an alternative solution.

French Criteo penalized

In France, one of the recurring victims of these changes is the French specialist in advertising targeting Criteo, which capitalizes on a database of nearly two billion consumer profiles reconstituted in particular from cookies and mobile advertising identifiers.

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“data-reactid =” 27 “>Leclerc gets back on track, Carrefour and Casino are still struggling
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Integrals of ‘X-Files’ and ‘Malcolm’ arrive on Amazon Prime Video
Ubisoft should soon reveal ‘Hyper Scape’, its competitor to ‘Fortnite’
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