2/19/2014

Privacy and Apple Computer: The cost that Apple bears to protect consumers' privacy

Google sells all sorts of detailed information about their users.  People may remember how Google has gotten in trouble for forcibly planting cookies on people's computers.  Here is an article about what Apple is giving up by safeguarding their customers' privacy.  From Ad Age:
. . . The lack of data both companies deliver is frustrating for marketers because these notoriously opaque giants sit atop incredible troves of information about what consumers actually buy and like, as well as who they are and where they live. One person familiar with the situation exec said Apple's refusal to share data makes it the best-looking girl at the party, forced to wear a bag over her head. . . .

Apple knows names and addresses, geographic locations and app and music-purchase histories, and can show ad buyers that a group with specific characteristics also likes certain types of apps or music. However, its user tracking and ad targeting are not cookie-based, meaning agencies can't do automated buys via their cookie-centric trading desks, which allow them to mesh lots of data from different sources. Instead, they have to go to Apple, ask to reach a given audience and, well, trust Apple that it will deliver it. 
Apple might come out ahead of its competitors on data, if it would share. "It's one of the best in terms of data quality and accuracy … but I think Google is a little more open," said Dan Grigorovici, co-founder of mobile-ad firm AdMobius, who was a software manager at Apple until 2012 and a principal developer of iAd's measurement and analytics capabilities. . . . .

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