Chinese Tech Giants Build Tools To Bypass Apple's New Privacy Controls
Chinese Tech Giants Build Tools To Bypass Apple's New Privacy Controls
BY TYLER DURDEN TUESDAY, MAR 16, 2021 - 07:45 PM
As Beijing works to bring China's powerful tech giants to heel, the FT has
published a report detailing how Chinese tech giants are working to override
new privacy controls being introduced by Apple to help protect the privacy of
iPhone users from ruthless digital advertisers.
Of course, the new privacy controls being introduced by Apple
will make it harder to track iPhone users without their consent, something that
both Facebook and the Chinese state see as a major problem. Pretty soon,
America's biggest social media giant might be lobbying to compare notes with
the state-backed China Advertising Association.
Some of China’s biggest technology companies, including
ByteDance and Tencent, are testing a tool to bypass Apple’s new privacy rules
and continue tracking iPhone users without their consent to serve them targeted
mobile advertisements. Apple is expected in the coming weeks to
roll out changes it announced last June to iPhones that it says will give users
more privacy.
Until now, apps have been able to rely on Apple’s IDFA system to
see who clicks on ads and which apps are downloaded. In future, they will have to ask
permission to gather tracking data, a change which is expected to deal a
multibillion-dollar bombshell to the online advertising industry, and
has been fought by Facebook, since most users are expected to decline to be
tracked.
In response, the state-backed China Advertising Association,
which has 2,000 members, has launched a new way to track and identify iPhone
users called CAID, which is being widely tested by tech companies and
advertisers in the country.
Per the FT, TikTok-owner ByteDance published a new 11-page guide
for Chinese app developers suggesting that advertisers can use this new CAID
system to track iPhone users, assuming the CAID technology has been embedded in
the app. The FT managed to confirm that ByteDance and Tencent (which is also
seeking to leverage CAID) are already testing the technology. While several
parties are working to circumvent Apple's new privacy controls (which,
remember, threaten to hammer the digital advertising businesses of Facebook,
Google and other US tech giants), Apple says it won't grant any
exemptions, potentially placing the company on the path toward a confrontation
with Beijing.
"The App Store terms and guidelines apply equally to all
developers around the world, including Apple," the company said. "We
believe strongly that users should be asked for their permission before being
tracked. Apps that are found to disregard the user’s choice will be
rejected."
One person familiar with the situation said Apple would be able
to detect which apps use the new tracking tool, but even so, it will need to
tread carefully. Starting to ban apps backed by state-linked businesses could
see Apple kicked out of China.
But Zach Edwards, founder of Victory Medium, a tech consultancy,
said: "They can’t ban every app in China. If they did it
would effectively trigger a series of actions that would get Apple kicked out
of China." Three people with knowledge of briefings
between Apple and developers also said the Cupertino, California-based company
would be wary of taking strong action, despite a clear violation of its stated
rules, if CAID has the support of China’s tech giants as well as its government
agencies. Rich Bishop, chief executive of AppInChina, a leading publisher of
international software in China, suggested that Apple might “make an exception
for China” because tech companies and the government are “so closely aligned”.
Fortunately, it looks like Apple has allowed for some wiggle
room for Chinese apps...and others as well, since, according to the CAA, there
is already demand for its workaround from European companies and advertising
firms.
Meanwhile, Yang Congan, chief executive of Digital Union, a
Beijing-based data privacy company, suggested that CAID had been designed to
get around Apple’s rules because its tracking methods might not “uniquely”
identify the user. “This is the room that the industry has left to explore,”
said Yang, who suggested this grey area was intentional.
The CAA said the CAID solution “does not stand in opposition to
Apple’s privacy policy” and that the association “is currently actively
communicating with Apple, and the [CAID] solution has not yet been formally
implemented”. CAID has been in a free demo phase for
select companies in recent months. Two people briefed on the issue say Apple is
aware of the tool and seems to have so far turned a blind eye to its use.
The system is intended for use by local app developers in China, but
at least one French gaming group has been encouraged to apply to use it and
several foreign advertising companies have already applied on behalf of their
Chinese divisions, two people familiar with the matter
said. CAID is scheduled to be publicly released as soon as this week, according
to a person briefed on the plan.
Dina Srinivasan, a US-based antitrust scholar, said the issue
highlighted how Apple’s policies alone could not solve glaring privacy issues. “The
big picture is that there is simply too much money at stake,” she
said. “There will always be an arms race to track consumers. Only
legislation can make it stop.”
In other words, it looks like Apple's new rules are just another
exercise in pro-privacy box-checking, because actually protecting consumers'
privacy simply isn't financially feasible anymore.
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