Google should stop using Apple’s tool to track iPhone users, avoiding new pop-up warning

(Reuters) – Google apps for the iPhone, such as Maps and YouTube, will no longer use an Apple Inc tool that lets you personalize ads, avoiding a new Apple warning that informs users that their navigation is being tracked.

The announcement in a blog post on Wednesday by the Alphabet Inc unit arrives shortly before Apple starts applying new tracking transparency rules.

Apple for years has provided applications with a unique identifier, known as IDFA, to help them connect the same user across multiple programs. The code can be essential in determining who to show an ad to and track if it led them to make a purchase.

But Apple said earlier this year it would require applications to show users a unique pop-up message to obtain their consent to access their IDFA.

Facebook Inc. and other app makers are concerned that the warning could discourage users from choosing and hampering ad sales.

Since users of Google applications are typically logged in, it has a tracking alternative to IDFA, and as such, its core advertising business is unlikely to be affected by Apple’s changes.

But he warned in his blog post that publishers and advertisers who rely on their mobile ad software will experience weaker results without access to IDFA.

Google said it is developing alternatives for customers, but they may not be ready immediately.

Google added that customers can use their software regardless of showing the pop-up and obtaining the necessary consent, and is not making recommendations on what to do.

Apple said applications that do not use IDFA still need to seek user permission to show themselves and measure ads based on data acquired from other companies.

To comply, Google said its iPhone apps will no longer use third-party data to personalize ads.

Facebook said last month that it plans to display the pop-up to request users’ consent.

“Apple made it clear that if we don’t use Apple’s request, they will block Facebook from the App Store, which would further harm the people and companies that depend on our services every month,” he said.