New Apple privacy ad highlights App Tracking Transparency

Apple has shared a new privacy-focused ad highlighting how its App Tracking Transparency feature stops various kinds of tracking on the iPhone.

The ad spot follows an average smartphone user as he goes about his daily routine. Throughout the video, everyday tasks and interactions — which are meant to reflect common apps — lead to people collecting more data about him and following him around.

Eventually, the protagonist is surrounded by a large group of people all harvesting his data. But when he pulls out his iPhone and enables ATT, they all begin to disappear.

The ad spot is part of the ongoing "Privacy. That's iPhone" ad campaign, and follows a more explanatory ATT video that was published in late April.

Apple rolled out the ATT in iOS 14.5 as part of a broader privacy push. It's a relatively simple change that requires all apps to obtain permission before they track users across other apps and websites. Although praised by digital rights and privacy groups, the feature has been criticized by advertising-dependent companies like Facebook.

An analytics report from earlier in May indicated that 96% of iPhone users are using ATT to opt out of tracking. A separate survey of smartphone users in the U.S. suggested that the majority support Apple's privacy push, and at least 36% said ATT was their favorite iOS 14.5 feature.

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7 Comments

omasou 7 Years · 643 comments

About 3 years ago

That's awesome. Really provides a perspective to what's happening with people's data.

The other day I went to a restaurant that I have never been to before. While waiting for my order, I decide to checkout what's on Instagram (I rarely use the app and never comment). Guess what shows up in my feed? An ad for the restaurant that, I am sitting in. If that doesn't give people the hebegebeees then I don't know what will.

skippingrock 19 Years · 199 comments

omasou said:

That's awesome. Really provides a perspective to what's happening with people's data.

The other day I went to a restaurant that I have never been to before. While waiting for my order, I decide to checkout what's on Instagram (I rarely use the app and never comment). Guess what shows up in my feed? An ad for the restaurant that, I am sitting in. If that doesn't give people the hebegebeees then I don't know what will.

Shiver me timbers

Alex_V 6 Years · 269 comments

skippingrock said:

omasou said:

If that doesn't give people the hebegebeees then I don't know what will.

Shiver me timbers

Cor blimey.

Cesar Battistini Maziero 8 Years · 410 comments

omasou said:

That's awesome. Really provides a perspective to what's happening with people's data.

The other day I went to a restaurant that I have never been to before. While waiting for my order, I decide to checkout what's on Instagram (I rarely use the app and never comment). Guess what shows up in my feed? An ad for the restaurant that, I am sitting in. If that doesn't give people the hebegebeees then I don't know what will.

yikes, I turno off all location and everything on those socials.

I just don't leave them because in Brazil, many businesses only have information (phone, address or menu) available on social.

Cesar Battistini Maziero said:

omasou said:

That's awesome. Really provides a perspective to what's happening with people's data.

The other day I went to a restaurant that I have never been to before. While waiting for my order, I decide to checkout what's on Instagram (I rarely use the app and never comment). Guess what shows up in my feed? An ad for the restaurant that, I am sitting in. If that doesn't give people the hebegebeees then I don't know what will.

yikes, I turno off all location and everything on those socials.
I just don't leave them because in Brazil, many businesses only have information (phone, address or menu) available on social.

Dude, I do have ALL that type of stuff off. No access to Photos, etc. It is somehow using information in search, which makes it even scarier. I used Ecosia and Apple Maps to look for restaurants and even still if adds the place to my feed.

Sometimes browsing my feed if I see something of interest instead of clicking on the ad in Instagram, I'll search for the category and that company will return in the search.