Introduced last year, App Tracking Transparency is a privacy feature of iOS that makes developers ask permission from users for cross-app tracking. This has been vehemently opposed by big tech giants like Meta and small app developers for it prevents them from gathering user data that they would otherwise use for pushing relevant ads. This privacy rule conveniently whitelists built-in Apple apps as apparently, they don’t do cross-app tracking. However, the real irony is that Apple itself is reportedly going to sink its teeth into the ad business. The report comes from Mark Gurman of Bloomberg.
Ads on iPhones are A-okay, as long as it's from Apple
Gurman says iOS apps like Maps, Books, and Podcasts could start showing ads in the future. Here’s how he thinks they would transpire:
In Maps, when you search for restaurants, stores, or other nearby businesses, Apple could show ads for popular or recommended spots. In both Books and Podcasts, publishers could potentially place ads in different vacant spaces within both apps. Publishers could also pay to rank their content higher in the search results. Although the search result page of the App Store already shows ads, soon even the Today tab and app download pages could display ads. The latter may be presented as a “You Might Also Like” section.
All these seem to be the sign of the times when Apple is looking to focus more on its Services business which includes streaming and advertising. Let’s see how it all pans out.
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