(Reuters) – Google’s iPhone apps like Maps and YouTube will stop using a tool from Apple Inc that allows them to personalize ads, avoiding a new Apple warning that informs users that their browsing is being tracked.
The announcement in a Wednesday blog post by Alphabet Inc’s unit comes shortly before Apple is expected to begin enforcing new transparency rules for tracking.
Apple has been providing apps with a unique ID, known as IDFA, for years to help them associate the same user with multiple programs. The code can be essential in determining who to show an ad to and whether it prompted them to make a purchase.
But Apple has said it will require apps to show users a one-time popup message at the beginning of this year to get permission to access their IDFA.
Facebook Inc and other app makers are concerned that the warning could discourage users from signing up and paralyze ad sales.
Since Google app users are typically opted in, it has a tracking alternative to IDFA and as such, its core ad activity probably wouldn’t be affected by Apple’s changes.
But it cautioned in its blog post that publishers and advertisers who rely on its mobile ad software will experience weaker results without IDFA access.
Google said it is developing alternatives for customers, but these may not be ready right away.
Google added that customers can use its software regardless of whether they show the popup and get the necessary permissions, and it makes no recommendations on what to do.
Apple said apps that don’t use IDFA should still request user consent if they display and measure ads based on data obtained from other companies.
To comply, Google said its iPhone apps will stop using data from so-called third parties to personalize ads.
Facebook said last month that it plans to display the popup to ask for users’ consent.
“Apple has made it clear that if we don’t use Apple’s prompt, they will block Facebook from the App Store, which would only further hurt the people and businesses who rely on our services every month,” he said.
Reporting by Paresh Dave in Oakland, California; Edited by Sonya Hepinstall and David Gregorio