One of the workhorses between advertisers, advertising platforms and users is in the personalization tools. For advertisers, accessing data about consumers and being able to target specific audience segments is very important, because it helps them launch much more specific messages and reach potential buyers in a much more direct way. The essence of online advertising has also been based on this idea, that messages will reach specific audiences based on a high filtering of audiences.
However, as citizens became increasingly aware of what it meant for companies to be able to do this and have access to all that data, awareness of the importance of privacy has been growing. Consumers have become Portugal Mobile Database activists increasingly convinced of the need to protect their privacy and limit the access that brands have to their data. The data protection regulations that have been approved in recent years go in that direction. The European regulation is the most popular, but it is not the only one. California also passed a data protection law similar to that of the European Union that is limiting things for the big guys on the net. 
But, in addition, different associations are launching movements against the different players in the industry to try to ensure that regulations are complied with and that consumers are protected. One of those latest movements has been in Europe – and specifically in Spain – against Apple. Apple is one of the companies that has prepared for the post-cookie world, that problematic scenario that is looming in which cookies will become obsolete. Precisely, the greatest concern about privacy is the one that has made the context not favorable to them. In addition to having to request prior permission from Internet users, some browsers – Chrome will be the next and the one that will work as a knockout – block them by default. If you add to that that cookies do not work well in mobile environments, you have the full picture.
The alternative is to have other systems that help shape identities and markets. In the case of Apple, the company has the IDFA, which identifies devices and allows more effective mobile tracking than cookies. But is the very nature of IDFA causing it to invade consumer privacy? That is what an organization, None of your business, NOYB, believes that Brother Cell Phone List has just denounced Apple in front of the data protection authorities of two European countries, Germany and Spain. The organization has filed a complaint because it believes that IDFA is monitoring user behavior without their prior consent. “iOS automatically generates a unique ‘IDFA’ for each iPhone”, they explain in their claim, as collected by ABC . “Like a license plate, this unique string of numbers and characters allows Apple and other third parties to identify users in applications and even connect with online and mobile behavior,” they add.
With this data in hand, you can make profiles of consumer preferences and segment advertising in a personalized way. It is precisely what cookies allow us to do and what European law has regulated. For cookies to do that job, the consumer must have given their consent. However, in this case and according to NOYB’s accusations, the user has not given his permission for them to follow him, even though Apple has made blocking cookies in its mobile browsers one of its letters of introduction. “Although Apple introduced functions in your browser to block cookies, it places similar codes on your phone without the user’s consent,” complain the plaintiffs, pointing out that it is a “violation of privacy laws” of the European Union.