The future version of iOS, Apple's mobile operating system, is causing the French advertising ecosystem to scream.
After Facebook last summer, it is the turn of four professional advertising associations - the French branch of the Interactive Advertising Bureau (IAB), the Syndicat des Régies internet (SRI), the Mobile Marketing Association (MMA) and the Union of Media Consulting and Buying Companies (Udecam) - to rebel.
Last Thursday, they lodged a complaint with the Competition Authority against Apple regarding the changes that the firm wishes to introduce in the iOS 14 version for iPhone in early 2021. Last June, the American firm announced that it wished to modify the operating rules of its AppStore by forcing each application present to ask Internet users whether or not they agree to be tracked.
In case of refusal, Apple has warned that it will no longer share the unique advertising identifier (IDFA, which corresponds to third parties).
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