Apple’s planned tracking opt-in for apps could lead to the increased use of hidden tracking methods: Several game developers who suffered significant revenue losses through the use of iOS 14 fear imminent change, according to a report they want to switch to other, sometimes more invasive tracking techniques.

This includes, for example device fingerprinting, in which individual users are to be identified through a combination of hardware and software features, network information and usage behavior. Such tracking techniques are clearly prohibited by Apple apps, but depending on how they are implemented, they may be difficult to detect.

Fingerprinting and other tracking techniques There is no doubt that “everyone will try fingerprinting”, even if in the worst case it could lead to Apple being kicked out, a game developer from Ars Technica quoted – the planned data protection change is too great a business risk. The exchange of hashed email addresses among app providers is also under discussion in order to be able to track the use of different apps or games by individual registered users.

Access to the advertising ID embedded in iOS, which was previously used for tracking, should only be possible in the future with the consent of the user: Before accessing the advertising ID, the operating system displays a warning and gives the user the choice to agree to the tracking or to decline it. Developers fear that the majority of users will refuse their consent – and that the advertising ID can no longer be queried. Developers must integrate Apple’s new framework “App Tracking Transparency” (ATT) to access the advertising ID, which should be a mandatory requirement from the beginning 2021 will.

Advertising associations and Facebook against Apple’s opt-in Apple emphasized in advance that developers are not forced to change their business model, but the user must be informed about it – and agree to it. App providers could also explain what tracking is used for and why users should allow it. Large advertising associations have been trying for several months to torpedo the introduction of the opt-in. Facebook is also trying to put public pressure on Apple that the tracking opt-in is anti-competitive, according to the social network.

(lbe)