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Explained: What are iOS 17 Privacy Manifests, and how do they impact app developers?

Friday, September 29, 2023

Verve Apple is taking steps to enhance transparency and user control over data sharing in its app store. The ultimate goal is to ensure that app users have a complete understanding of and control over the data they share, preventing them from unwittingly exchanging their data for access to app content. In this context, we will explain how this objective is achieved through the use of Privacy Manifests, the required reasons API process, and other privacy tools integrated into iOS 17. Additionally, we will explore the implications for third-party SDKs from both the perspective of app developers and SSPs (Supply-Side Platforms) as Verve Group prepares to support these new privacy measures.

Privacy Manifests and Addressing Probabilistic Attribution

Privacy Manifests aim to offer greater transparency regarding the collection and utilization of user data. In a way, Privacy Manifests are poised to significantly complicate, and possibly eliminate, probabilistic attribution and fingerprinting, which became essential for some advertisers and Mobile Measurement Partners (MMPs) following the release of iOS 14.5 and the introduction of App Tracking Transparency (ATT).

While ATT enables users to decide whether their data is tracked across apps and websites for advertising purposes, Privacy Manifests will assist app developers in creating more informative and standardized Privacy Nutrition Labels. These labels will provide app users with a clearer understanding of the data accessed by the app.

The industry faced a dilemma when it came to user consent for ATT, with reports suggesting that only about 34% of users granted consent. This lack of consent left ad platforms and app marketers uncertain about the performance of their user acquisition campaigns.

To address this issue, some MMPs and ad networks turned to "probabilistic attribution," a practice often associated with fingerprinting. Essentially, this approach involved collecting certain data when a user clicked on an ad and other data when the app launched, then probabilistically matching these two sets of data.

However, probabilistic matching is not compliant with Apple's regulations, and the changes being implemented by Apple are expected to put an end to this workaround. As a result, advertisers may be left with SKAdNetwork as the sole viable option for measuring campaigns on users who opt out of tracking.

For app developers, the new policy is anticipated to be enforced through the App Store review process starting in spring 2024, as outlined in Apple's "Get started with Privacy Manifests" guide. However, some actions have been available since fall 2023 as recommendations.

Understanding Privacy Manifests

The introduction of Privacy Manifests and the required reasons APIs is expected to have an impact similar to that of the introduction of ATT in 2021. Let's first delve into Privacy Manifests.

Privacy Manifests are essentially files created in Xcode that every SDK and app developer will need to complete and include in their apps. These files describe the user data accessed by the app and how the app developer intends to use it. An apt comparison is the Nutrition Label on food products, where consumers check for information like sugar or carbohydrate content while grocery shopping. Similarly, users can easily review the data points they will be sharing when deciding to install an app from the App Store. Apple's move emphasizes transparency and education for consumers, allowing them to make informed decisions regarding privacy.

Privacy Manifests will document the privacy practices of an app's code. When app developers prepare their apps for submission to the App Store, Xcode will consolidate the privacy manifests of all third-party SDKs used in the app into a comprehensive privacy report. Developers will refer to this report when providing privacy details for their apps in App Store Connect.

The Required Reasons API Process

In addition to Privacy Manifests, there is a required reasons API process that further emphasizes "privacy by design" principles. For instance, does a calculator or flashlight app need access to a user's keyboard APIs to check the languages they are typing in? To prevent unnecessary data access by apps, there is now a list of APIs that require declaration and a list of approved reasons for their use.

When apps utilize APIs that could potentially be used for fingerprinting (which is prohibited by Apple), developers must provide a legitimate reason for using the API in question and indicate it in their privacy manifest. Subsequently, the app can only use the API for the purposes declared in its privacy manifest.

Starting in fall 2023, developers will receive notifications when an app uses a required reasons API without sufficient explanation in the privacy manifest. By 2024, the declaration of required reasons in the privacy manifest will become mandatory.

Accountability and Enforcement

Mandating that apps and SDKs specify their data requirements and reasons for access is expected to diminish the practice of probabilistic matching and fingerprinting. Enforcement will occur both at the operating system level (consumer level) and the app store level (publisher level).

Apps will be held accountable for the third-party SDKs they incorporate. Apps lacking or with misleading Privacy Manifests, including reports on their third-party SDKs, will not pass the App Store publishing review.

Apple's review process is renowned for its thoroughness. Developers aiming for a speedy app approval and release will need to avoid the risk of delaying app store publishing due to failed editor reviews or, in the worst-case scenario, having their apps banned from the app store. This is likely to bring about a shift in developer focus towards the privacy practices of each third-party SDK they use. If ATT consent is not granted, iOS will block requests to tracking domains containing additional device or user information that could be used for fingerprinting. In essence, when ATT consent is not granted, the OS will block internet connections to URLs with certain domains specified in the SDK's privacy manifest tracking domains list.

Verve Group Appoints Alex Stil as Chief Commercial Officer

Tuesday, July 09, 2024

The Verve Group SE has announced the appointment of Alex Stil as Chief Commercial Officer. Stil will be responsible for leading the strategic expansion of the demand side of the business. Stil is an experienced leader, having founded and been CEO of several startups in the digital media and advertising space. He has also led larger teams within larger enterprises.



Remco Westermann, CEO of Verve (image credit - LinkedIn/Remco Westermann)

Remco Westermann, CEO of Verve

Remco Westermann, CEO of Verve, commented, “In the past few years, we have built a leading digital advertising platform that combines reach, supply quality and AI-driven highly efficient targeting technology. While we have an especially strong position in emerging channels on the supply and publisher side, we also announced our plans to leverage this foundation and grow our direct business with brands and agencies.



“We are aiming to drive better outcomes for advertisers and publishers by reducing the gap between advertisers and publishers and increasing efficiency for both. Since the beginning of the year, we have further strengthened our sales team, launched our unified Verve brand with refined positioning, and most recently acquired Jun Group, increasing our share of demand-side business to 30%.



“Alex has advised us, as an external expert, throughout this process, and I’m excited that he’ll now be leading the way as CCO of Verve Group. With his experience and proven expertise in this area, I am confident that we will continue to excel and drive further growth for Verve Group.”



What is Stil’s role at Verve Group?

At Verve, he will bring his experience in transforming larger organisations and scaling up Verve’s demand side of the business. His first challenge will be the integration of Jun Group following its acquisition by Verve Group last month for $185 million. The mobile advertising platform that the Jun Group operates, significantly strengthens the demand side capabilities of Verve Group.



Stil will be responsible for streamlining Verve’s product portfolio. By managing the company’s DSP, unique supply and data, curated deals, cookie-less solutions, and creative services. He will focus on bringing together the various product streams into a coherent whole to create a comprehensive offering to agencies and brands. The subsequent platform will enable better advertising outcomes for clients.



In addition, and with an eye to Customer Success, Stil has been tasked with creating a better experience for clients across their lifecycle. This will include improving onboarding, customer support and proactive engagement.



He is also expected to lead the initiatives to expand the market presence of Verve. Both within existing segments and also by identifying new segments. To achieve this, he will boost brand visibility through targeted campaigns and active industry engagement.



Who is Alex Stil?

Stil was appointed by Westermann, having served as a consultant for Verve after leaving GroupM after nearly nine years. At GroupM he had been President of GroupM Services EMEA. In that role, he oversaw a 40% growth in billings during COVID-19. He also led a team of over 2,500 people serving 40 markets. Stil worked with leading brands such as Unilever, Nike, Google, Ford and Vodafone. He also led initiatives to launch into new markets and led several global initiatives for GroupM in digital media.



Stil commented on LinkedIn, “Over the past few months, I have had the incredible opportunity to work as an external consultant for Verve. During this time, I have come to truly appreciate the company’s vision, innovation, and immense potential.”



During his long career, he has founded and led several companies and has held several CEO roles. He is also on the board of advisors for Rayn HQ and Screen6. Before GroupM, he was the Global Head of Programmatic Media at MindShare.



Stil commented, “Joining Verve represents an exciting opportunity to contribute to a company dedicated to enable better outcomes for its clients through responsible advertising solutions in emerging channels. With a deep background in media agencies and extensive international experience, including collaborations with leading brands, I am eager to leverage my expertise to elevate Verve’s ability to meet and exceed client expectations.



“I look forward to joining this strong and dedicated team to drive meaningful change in the media landscape by delivering tailored solutions that truly resonate with our clients’ needs.”



Enterprise Times: What does this mean

The Verve Group leadership team now consists of Remco Westermann (Chief Executive Officer), Paul Echt (Chief Financial Officer), Jens Knauber (Chief Operating Officer), Sameer Sondhi (Chief Revenue Officer and Chief Executive Officer Ad-Tech) and Alex Stil (Chief Commercial Officer).



Stil’s first task will be the assimilation of Jun Group into the Verve ecosystem. Having worked as a consultant at Verve for up to 8 months, he should also hit the ground running at the company, now his position is confirmed. Clients will want to know what changes the Verve Group intend to make and how their services will improve over the coming months.