During the Worldwide Developers Conference, Apple has disclosed a new policy for the iOS 9 limiting advertisers from targeting their consumers, which will modify the way iPhone and iPad apps work.
Apps that scrutinize users' data will no longer be permitted. Advertisers often use Application Programming Interface to set up targeted ads. Originally, API is intended to make it simple for apps to interconnect. However, companies are now exploiting it to target ads.
The move that the company will take is disadvantageous to advertisers as doing so will hinder them from gaining access to the data that consumers store in their devices. Without this access, promoters will not be able to identify the appropriate ads they will show to users.
Identification of potential clients helps achieve the purpose of campaigns, which without prior information, the ads might not be directed to the right individuals.
The coming iOS 9 gives much attention to privacy. Apple believes that the apps users download and install should remain private. The company intends to control the time and location on the device the ads are presented.
As soon as the iOS update is initiated, advertisements in Safari will also be blocked on the iPhone and iPad.
Information about the users' downloads will still be available to advertisers, but the upcoming update will change the way the details are being gathered. This is a threat to companies which depend ad sales for majority of their revenue.
The policy will take effect when the tech giant issues its latest software update this coming fall. However, there are already companies which are starting to fall off.
One app-detection service called iHasApp that determines apps installed in iPhones closed down last May because of its use of API without the approval of Apple.
