Apple remains the bête noire of the French digital advertising ecosystem

A simple pop up and nothing is right in the world of digital advertising. The French advertising ecosystem continues to pressure Apple to follow the rules it imposes on them. Of course, Apple has just taken a step towards better compliance with the GDPR, but there is still a long way to go before the same treatment is applied to all players, including Apple itself, insist four major associations in the advertising world. digital, IAB France, the Mobile Marketing Association, Udecam (the Union of Consulting and Media Purchasing Companies), and the SRI (syndicate of internet agencies).

Modification of the collection of consent at Apple for Apple

Apple has therefore changed the way it collects user consent to be followed by personalized advertising in its own ecosystem. It will offer mobile users with their iOS 15 system a collection of their consent to personalized advertising, via a specific window within the applications of the App Store, Apple News and Stock Exchange. As for players in the French advertising world, we want to be happy about this first step because we believe that Apple is finally giving up an unfair competitive advantage, and that Apple has submitted to the law on the protection of personal data.

Apple must review ATT (App Tracking Transparency), ask key players in the digital advertising ecosystem

Apple is however far from the goal according to these key players who ask it again to review the ATT (App Tracking Transparency) and to stop any discrimination against other players in the sector. They ask Apple to apply the ATT to all its proprietary applications and to upgrade the interface of the new consent window with texts (“wording”) similar to those of the ATT and to withdraw any incentive to accept. manipulating users, the ” dark-pattern ». « This is what European regulations and Guidelines of the CNIL »Underline these actors.

They ask Apple to ensure the interoperability of the ATT pop-up imposed on them with the existing standards of the digital advertising market as part of a discussion with the sector and if this was not possible, to abolish it for all member states of the European Union; to reconsider the ban on application developers from offering alternative access (article 3.2.2 vi of the Guidelines from the App Store), in accordance with applicable European regulations and the latest CNIL recommendations.

Digital advertising is a huge growth lever for Apple

French digital advertising players believe that Apple is ignoring regulations to promote its advertising activities. As proof of this, they want the launch in April 2021 of a new advertising format on the App Store based on user tracking (Search Tab Ads). « Financial analyst firm Evercore ISI sheds light for the first time on the substantial growth lever that digital advertising represents for Apple, to the tune of $ 25 billion by 2025 They say.

« Apple skillfully presents the ATT to the general public and users as preserving privacy ”

They claim that Apple’s advertising activity relied on the lack of prior user consent to its personalized advertising as consent was built in by default in this case. ” This has allowed Apple to enjoy an unfair competitive advantage over many years vis-à-vis other market players. », They insist. ” Apple skillfully presents the ATT to the general public and users as a privacy-friendly one. It is in fact a disguised means of imposing even more restrictive conditions on third parties than on its own advertising services and of maximizing its advertising revenues. »Affirms the French ecosystem. ” The anti-competitive effects of ATT are now fully deployed and impact all players in the application ecosystem They add.

The ATT window does not have any legal basis, according to the four associations, since it does not replace the windows provided for by the GDPR and therefore obliges publishers to display an additional pop-up in order to comply with European legislation. This same ATT window is not applicable to Apple’s proprietary applications, which therefore only need to present a single consent window. Worse, its interface, which cannot be modified, is based on an anxiety-provoking message, considers the advertising world. It asks the user whether or not he wishes to be “tracked”.

Apple offers a much nicer consent pop-up

However, these advertising players point out that, on the contrary, Apple’s new consent window is based on a much more flattering formulation. She asks users about their willingness to receive ” personalized advertisements “, With a button to accept personalized advertising more visible than the one to refuse it, which corresponds to the so-called” dark-pattern “practice, where users’ reactions are manipulated.

User agreement rates for data collection range from 15% to 30%, up from 75% to 90% previously

The French advertising ecosystem already claims to see the economic consequences of ATT. This system has been gradually deployed since April 26, 2021 on the billion active iPhones worldwide. As a result, data collection acceptance rates are weakening as Apple’s iOS 14.5 system rolls out. Data collection agreement rates range between 15% and 30%, say representatives of the advertising ecosystem. We are moving away from the rates known on traditional consent windows, with user consents between 75% and 90% depending on the site, recall these actors.

« As of September 15, 2021, the rate of use of iOS 14.5 in France is over 80%, which appears high enough to measure the impact on application publishers. We thus observe that the advertising revenues of publishers resulting from traffic without an identifier, that is to say without consent, are 50% lower than those obtained with an identifier. »Indicate these actors. ” Four months after its deployment, the first analyzes confirm that the ATT undermines the entire digital industry and strengthens the weight of Apple, which continues to free itself from common rules and constraints in terms of tracking in order to build new competitive advantages in the digital advertising sector »They conclude.

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