Procter & Gamble Co. worked with the China Advertising Association to develop a technique to gather iPhone data for targeted ads, according to the Wall Street Journal. The technique, now being tested in China, aims to give companies a way around Apple’s new privacy tools.
The move is part of a broader effort by P&G’s efforts to prepare for an era in which new rules and consumer preferences limit the amount of data available to marketers.
The new technique would use technology called device fingerprinting
Dubbed CAID, the technique uses an algorithm that can track users for targeted ads in a way that Apple is seeking to prevent.
Apple is planning, in coming weeks, to conduct a software update that will require app uses to choose whether they want their activity tracked across other companies’ apps and websites.
Facebook and ad-tech firms have criticized Apple changes, fearing users won’t consent to being tracked.
P&G says it is providing input to the trade group consistent with the company’s goal of finding ways to deliver useful content consumers want.P&G stock is currently gaining. PG: NYSE is up 0.24% on premarket.
