Consumer goods giant Procter & Gamble ((PG) – Get the report is testing an advertising technique developed in China that collects iPhone data for targeted advertising while companies look for ways to bypass Apple’s ((AAPL) – Get the report new data protection measures.
P&G is preparing for an era when new tools and customer preferences limit the amount of data available to marketers, Dow Jones reported, citing sources.
The Cincinnati company is working with dozens of Chinese trade groups and technology firms that are working with the government-sponsored China Advertising Association to develop the new technique that uses a technology called device fingerprinting.
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The new advertising method, called CAID, is being tested through apps and collects iPhone user data to target ads.
The move is in response to a software update Apple plans to roll out in the coming weeks. App users need to choose whether to track their activity across other companies’ apps and websites.
According to Apple, the push is an important part of the security and privacy strategy for users. The company has announced that it will ban any app that violates its guidelines.
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“The App Store terms and conditions and guidelines apply to all developers around the world, including Apple,” an Apple spokesman told Dow Jones. “We strongly believe that users should be asked for their permission before tracking. Apps that are found to ignore the user’s choice will be rejected.”
Procter & Gamble shares rose 0.4% to $ 137.26 on Thursday.
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