According to a number of people familiar with the situation, Snap has explored how it could block new privacy rules for the iPhone, a move that could provoke Apple’s anger.
Apple is expected to introduce its privacy rules in the coming weeks by banning apps from collecting data without the explicit consent of iPhone users.
Advertisers and app developers have warned that the change could cost the mobile advertising industry millions of dollars, as most iPhone users are less likely to be tracked.
But SnapChat, the owner of the messaging app Snapchat, is by far the largest technology company in the U.S., with several experts reporting plans to break Apple’s rules.
According to a recent Financial Times internal document, Snap sought to collect data from companies that analyze whether people have responded to advertising campaigns with IP addresses with device addresses identifying devices connected to the Internet.
It hoped it could receive its data and race-reference it to its own users in contrast to their identification and tracking information, in a strategy known as “potential matching” according to several people familiar with its scheme.
After contacting the FT about its plan, Snap acknowledged that it had run a potential matching program for months to test the impact of Apple’s new policies, but said that Apple had always intended to shut down the program after introducing its changes, such as a plan. The system will not be loyal.
“We support and follow Apple’s forthcoming guidelines because we have always believed that consumers’ privacy should be respected through advertising,” Snape said.
“We are currently designing an array of privacy-focused solutions, both short-term and long-term, to ensure we offer the best-in-class offerings for our partners and a privacy-first experience for our community.”
Going forward, Snap acknowledges that it does not allow individual users to be tracked, but with many advertising technology companies it has generally advised that data collection in user “groups” will not break the rules. Several experts disagree that iPhone users who dislike being tracked should not collect any data.
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Apple declined to comment, but did say so Policy Which tells developers: “You may not use analytics software in your application to collect and transmit data to any third party device. Will not use. ”
But the success of Apple’s new policies will probably depend on its ability to discover and close the nimble workarounds created by mobile developers and advertisers.
“To some it may sound like a zombie apocalypse, but you can’t change it, so grab a weapon and jump into Winnipeg,” he said. Dr. Jane Peresini, a mobile marketing specialist.
On Thursday, Apple began warning developers against possible matches and sent a letter saying they should remove any code “that supports this functionality.”
Last month, when Chinese developers introduced their own iPhone detection system, called CAID, and tried to apply it to their applications, Apple stopped and stopped the notice and warned its perpetrators. 14 days to comply Before expelling them from the Apple App Store.
Under the new rules, Facebook and Google will suffer, as they retain more first-party data and are able to track users within their own applications.
According to most people familiar with Snap’s thinking, it has persuaded small firms to try teaming up with MMPs or mobile measurement partners, some of whom have suggested working as a match of possibilities. Those who have publicly supported the practice include Appsflyer, a সমর্থ 2bn value-backed support group, and Adjust, which was bought by rival Applewin for 1 1 billion in February.
Appsflyer chief executive Oren Caniel told FT that his company recently abandoned the potential match, acknowledging it would not be allowed.
However, Appsflyer’s website is still there Advertising Tactical and Caniel said it was his understanding that Apple’s new privacy prompts “do not relate to or limit data collection but relate to tracking by Apple’s definition.” He added that no individual user’s data was being tracked, adding: “We are only providing data in an integrated way.”
Adjust, which has publicly told clients that 95% can acquire “proprietary technology” to match potential with accuracy, declined to comment.