W3C home > Mailing lists > Public > public-tracking@w3.org > August 2014

Re: our Limit Ad Tracking

From: Jeffrey Chester <jeff@democraticmedia.org>
Date: Thu, 21 Aug 2014 17:03:40 -0400
Cc: "public-tracking@w3.org (public-tracking@w3.org)" <public-tracking@w3.org>
Message-Id: <77BD5848-F873-4407-8C26-541615F1A695@democraticmedia.org>
To: David Singer <singer@apple.com>
I think the issue of whether Apple’s advertising identifier (IDFA) is really “non-personal” is open to discussion.  It has a variety of uses and there are other approaches that enable a targeted user match.  
  See, for example,  http://www.inmobi.com/blog/2014/05/06/idfa-and-how-to-avoid-getting-your-app-rejected-by-itunes; http://www.adexchanger.com/mobile/apple-throws-a-bone-to-app-marketers-blesses-idfa-for-attribution/;http://www.adexchanger.com/mobile/openidfa-creator-this-will-be-the-snapchat-of-device-ids/

While Apple is clearly very thoughtful about a great deal of this, the use of terms like non-personal need to be assessed in the context of actual business practices.

Jeffrey Chester
Center for Digital Democracy
1621 Connecticut Ave, NW, Suite 550
Washington, DC 20009

On Aug 21, 2014, at 4:43 PM, David Singer <singer@apple.com> wrote:

> Hi
> we were asked to provide some background of what Limit Ad Tracking means; we tried to find this on the call but ran out of time.  I hope this helps.
> Here is what our legal document says:
> “Limited Advertising Purposes” means frequency capping, attribution, conversion events, estimating the number of unique users, advertising fraud detection, debugging for advertising purposes only, and other uses for advertising that may be permitted by Apple in Documentation for the Ad Support APIs.
> Other possibly relevant bits:
> “Advertising Identifier” means a unique, non-personal, non-permanent identifier provided by iOS through the Ad Support APIs that is associated with a particular iOS device and is to be used solely for advertising purposes, unless otherwise expressly approved by Apple in writing.
> You and Your Internal Use Applications (and any third party with whom you have contracted to serve advertising) may use the Advertising Identifier, and any information obtained through the use of the Advertising Identifier, only for the purpose of serving advertising. If a user resets the Advertising Identifier, then You agree not to combine, correlate, link or otherwise associate, either directly or indirectly, the prior Advertising Identifier and any derived information with the reset Advertising Identifier.
> David Singer
> Manager, Software Standards, Apple Inc.

Received on Thursday, 21 August 2014 21:04:04 UTC

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