For example, after you browse an electric toothbrush on the a e-commerce platform and open the news client B, you will see the advertisement for this toothbrush. It is because these two apps read your IDFA. < / P > < p > as for the shear board, people are familiar with the “Taobao password” of the Alibaba e-commerce app. Users can automatically receive the pop-up information of the product page when they open the Taobao app after copying the Taobao password. This operation can be realized precisely because Taobao reads the clipboard information of the user’s mobile phone and identifies the specific product page that the user wants to search. IOS 14 will realize that once an application reads a user’s clipboard, the system will inform the user through a pop-up window – you can imagine how much impact these notifications have on similar apps. < / P > < p > but just 10 days before the original IOS 14 update date, Apple announced that it would postpone the IDFA update to next year, explaining it as “giving developers enough time to make the necessary changes,” but comments generally believed that this was under pressure from stakeholders. In the September issue just published, Yi magazine analyzes in detail the impact of these updates on users and related companies, as well as the context of privacy protection issues behind them. We think that everyone who uses smart devices should pay attention to this topic. The privacy alert feature on the app store will be available in the IOS 14 update later this year. Image source: Apple’s official website < / P > < p > each apple mobile phone has an IDFA, which is used by major Internet companies to track user behavior and record the number of downloads or purchase conversions obtained by advertising, and advertisers decide how much advertising expenses to pay each traffic platform. < p > < p > at the world wide Developer Conference (WWDC) on June 22, Apple announced that IOS 14 would require applications to obtain customer consent before using IDFA. The move is seen by Apple as part of its “privacy protection” campaign. “We’re going to give you more control over data sharing and make you more transparent about how that data is being used.” Apple said at the time. < p > < p > it seems that IDFA is just a string of codes set by apple for each apple device, but it corresponds to a huge “programmed advertising” market – Google, Facebook, Alibaba, Tencent, byte skipping and other companies do this kind of business. In 2019, Facebook’s advertising revenue will reach 70.7 billion US dollars (about 482.4 billion yuan). In the same year, Alibaba’s advertising revenue exceeded 100 billion yuan, while Baidu’s and Tencent’s advertising revenue reached 78.1 billion yuan and 68.4 billion yuan, respectively. < p > < p > IOS 14 requires that developers can obtain their IDFA only after the user’s permission tracking. Once the user refuses, the developer can only get a string of invalid characters, which directly means that each application will not be able to monitor its advertising effect. < / P > < p > before IDFA, developers in Apple system could directly call the device ID of Apple devices – IMEI (International Mobile Equipment Identity). In IOS 6, Apple launched IDFA on the system level instead of IMEI at the hardware level, and allowed users to open “restrict advertisement tracking” in the “Settings” menu. This is a kind of system level privacy management. Once it is closed, all app permissions will be stopped without discrimination. < / P > < p > the iteration of IOS 14 lies in that it puts the “limited advertisement tracking” function of IDFA to the application level, so that users can make different privacy rights management for different applications. < / P > < p > Apple rarely actively promotes its “restrict ad tracking” feature in the settings menu, so there are few users who actively use it. As for the authorization rate after the IDFA permission is prepositioned, “I am pessimistic. It should be very low. 20% should be good.” An Internet company employee, who asked for anonymity, told Yi magazine. < / P > < p > one of the reasons for this employee’s pessimism is the user experience they felt when testing IOS 14 beta: when users download an app, IOS 14 will pop up a pop-up window, the copywriting on which all advertisers feel headache – “so and so app wants to get permission to track your behavior on other apps or websites, and your data will be used for personalized advertising.” In this pop-up window, the system will give users two choices: “allow tracking” and “request application to stop tracking”. < / P > < p > IOS 14 is user oriented and will add a pop-up window for app tracking transparency, but the launch time of the feature has been postponed to later this year. Image source: Apple’s official website < / P > < p > companies such as Facebook, which track user behavior and decide on advertising, have all voiced their opposition to the signing function of IOS 14. Facebook has warned advertisers on its platform that the new feature may cause the latter’s revenue to drop by more than 50%. < / P > < p > if the advertiser’s revenue drops by 50%, Facebook and the Internet companies that include the anonymous person’s income will also decrease by the same proportion. < p > < p > in fact, after the Apple Developer Conference on June 22, the data compliance departments of several major Internet companies in China have been in a state of explosion. The company of the above anonymous person quickly formed a working group of hundreds of people to evaluate the impact of the “IDFA New Deal” on the company’s advertising business, and checked all the company’s applications to see if there were provisions that violated the new privacy related regulations of Apple’s upcoming IOS 14 version. < / P > < p > all the Internet companies whose main business model is programmed Advertising – thousands of people and thousands of people – are dealing with this “trouble” urgently. Dealing with this problem seems to be a little more difficult than dealing with the ID rights change introduced by Android phone manufacturers a year ago. < / P > < p > in 2019, the four major Android mobile phone companies in China once closed the right to view the user’s device ID for developers, but they gave a changeable ID, oaid (open anonymous device) This oaid can be turned off or reset, and users can reset their digital identity on the Internet every day if they want. Although this kind of changeable ID has certain life cycle limitation, it still can’t shake the foundation of procedural advertisement. < / P > < p > the management of IDFA is not the only action IOS 14 makes on the issue of user privacy. If there is no accident, IOS 14 will also strengthen the protection of user privacy and the restrictions on developers’ rights from other aspects as planned. < / P > < p > one initiative is the management of photo album permissions and geographic location permissions. iOS In both applications, users can provide users with more options: users can only provide part of the photos to the app to read, rather than “view” or “don’t view” two extreme options; geographically, users can only provide fuzzy locations to developers if they are not willing to; and then there are microphones and cameras – if an app is calling these two device permissions A small yellow dot will immediately appear in the upper right corner of the screen. < / P > < p > the anonymous Internet employees told yimagazine that among the series of user privacy related updates of IOS 14, the most influential one among many apps is IDFA, which is the clipboard. The former affects the advertising business of Internet companies, while the latter may directly affect the public opinion of these companies. < / P > < p > previously, apps on IOS could scan in the background what users copied on the clipboard without permission, and this action could either be turned off or turned on forever. After the release of IOS 14 beta, as long as the application scans the clipboard in the background, the system will pop up a window to prompt the user. Some domestic users who have updated the beta version mentioned that there are dozens of apps on their mobile phones scanning their own clipboards. Once the mobile phone system frequently sends pop-up windows about privacy issues, users will obviously be disgusted with those apps. < / P > < p > in some large companies, the internal data compliance department finds out all the business of reading user’s clipboards, and is told that if the business has no strong dependence and strong demand on the clipboard, you can remove this business. There’s no way to get rid of them. We need to find new solutions. < / P > < p > “I’m afraid that some applications will read the clipboard silently. If the user doesn’t do anything at all, such a prompt will pop up on the mobile phone, which will cause users to panic.” An employee from the data compliance department of an Internet company said. < / P > < p > for now, the delay in closing IFDA can be a relief to Facebook, but Id and clipboard issues are not the only privacy torture Internet companies are facing. Skip to content