UPDATE 2-Apple might delay iOS change vexing mobile ad market – The Information

Sept 3- Apple Inc plans to delay updates to its nextem that cperating system that could change how ads are targeted on iPhones and iPads, technology news website The Information reported on Thursday, citing people familiar with the matter. The move could benefit Facebook Inc, which last week said the changes would render one of its mobile advertising tools “so…

By Stephen Nellis

Sept 3 (Reuters) – Apple Inc plans to delay updatesto its nextem that cperating system that could change how adsare targeted on iPhones and iPads, technology news website TheInformation reported on Thursday, citing people familiar withthe matter.

The move could benefit Facebook Inc, which last weeksaid the changes would render one of its mobile advertisingtools “so ineffective on iOS 14 that it may not make sense tooffer it on iOS 14.”

Apple did not immediately respond to a Reuters request forcomment. (https://bit.ly/31UJQz9)

Apple announced new privacy rules in June that were slatedto take effect with the launch of its iOS 14 operating systemthis fall. Among them is a new requirement that advertisers whoemploy an Apple-provided tracking identifier must now show apop-up notification saying the app “would like permission totrack you across apps and websites owned by other companies.”

Digital advertising firms expect most users will decline togrant that permission.

Advertisers are instead gearing up to use a new advertisingsystem that Apple has created and claims is more private becauseit does not provide detailed information about individual users.Advertisers have said that system is likely to generate lessrevenue.

(Reporting by Neha Malara in Bengaluru and Stephen Nellis inSan Francisco; Editing by Shounak Dasgupta and Lisa Shumaker)

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