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What makes the image of a cow “overtly sexual”? The question seems somewhat ridiculous, but it is one that you can end up asking once you follow the reasons why Facebook has closed the advertising campaigns of some other SMEs. An image of a cow walking through a meadow was considered too sexy by the systems that control and authorize Malaysia Mobile Database advertising on the social network and banned. For the photographer who had launched the campaign, and who depends in his business on advertising on social networks and Google, the decision of the social network was one more in a long list. The photographer insists that there is nothing daring in his photos, but even so he has seen how Facebook closed campaigns with a neon sign that said “disco” (they accused him of promoting alcohol), with some photos of fireworks ( for breaking the regulations on gun advertisements) or an office skyscraper (like the cow, it was overtly sexual). His account came, directly, to be blocked for advertising. 

The story of the British photographer is one of many, one that in this case includes an article from the BBC. It is not the first and possibly it will not be the last, because complaints about how ads are managed on social networks and how automated systems profile the information that is uploaded Brother Cell Phone List to them (at least when SMEs do it) are a constant for quite some time. The case of the photographer is similar to the one being denounced by several adapted and inclusive clothing companies, who have seen their ads canceled by the social network for questionable reasons. One of them tried to sell a sweatshirt asking for social distancing and was blocked by Facebook for promoting “medical and health care products and services that include medical devices” (although what they were selling had nothing to do with it). The brand appealed and Facebook ended up agreeing with it.

As published in The New York Times, the story is one example, one of many, of one of the problems that adaptive and inclusive fashion companies face on the social network. Their algorithms – on both Facebook and Instagram – often block their ads. One of the brands the Times spoke to says they usually come across this problem at least once a week. Why? In this case, the bias of the artificial intelligence that manages the automated control of the ads is the problem. “It is the story to be told of the consequences of classification in machine learning,” explains artificial intelligence expert Kate Crawford to the newspaper. The AI ​​tries to create its “standard human” using different sources of information, but as has been shown in the past these sources actually make it have a skewed view of reality.

It happens, for example, with gender stereotypes and it also happens with the perception they have of humans with disabilities. Facebook is not the only company that faces this problem, true, but it is one of the most visible due to the importance of its advertising platform for companies. Likewise, to all this we must add how the advertising standards of online services – almost all of them American – see and order the world. The platforms adopt puritanical measures to avoid sexual content that would suppose a conflict in the US, but that end up having somewhat absurd ramifications. There is the story of the lawsuit in France against Facebook for censoring Courbet’s painting The Origin of the World for considering it pornography, but also all the stories that appear every time some organization tries to campaign against breast cancer. They are directly blocked.

Returning to the experiences of the photographer of the censored cows and what he points out to the BBC, the problem is not only that his ads are blocked but also the fact that they achieve an interlocutor in the tech companies – a human one who is not a machine. – it’s very complicated. You can’t talk to anyone to clear up that mistake, and machines continue to apply their biases and learned rules. And this is a problem that Facebook, for example, has been dragging on for a long time: its automated customer service has angered SMEs , its advertising reserve, who complain about the blocking of accounts and ads without being able to speak to someone real to clarify problems.

One of the big problems with programmatic advertising is where the ads appear and how you control who receives that advertising investment. Since everything is in the hands of the algorithms and that they care about reaching the appropriate targets above anything else, advertising is served interchangeably in one medium or another. What matters is not the support, but who will see that ad. It makes a lot of logic, yes, but it has already put different players in the sector in a lot of trouble. A few years ago, YouTube was in a scandal when it was discovered Macedonia Mobile Database that ads from different brands were appearing alongside extremist content. It has not been the only scandal of these characteristics and, from time to time, programmatic must face this type of situation. For brands, this data reinforces the idea that programmatic advertising can pose a risk to their brand image. Appearing on undesirable sites not only leads to paying for advertising impressions to whom you would rather not, but also for consumers to associate your brand with those spaces.

One of the last workhorses has been in disinformation and fake  news. Advertisers don’t want their ads to appear on such sites, for clear reasons. Consumers do not want their advertisements to support the headlines that publish this type of information, but also those responsible for brands do not want it to affect their brand image and reputation. Appearing in fake news spaces can damage your credibility. The coronavirus crisis has led to the emergence of new threats in this area, as a lot of misinformation and fake news related to the disease have been generated. One of the areas in which this has occurred is in vaccines and, as a study has just shown, brands are economically fueling those spaces with their advertisements.

A NewsGuard study has just shown that between February last year and this year, more than 4,315 brands saw just over 42,000 of their ads appear on sites that publish conspiracy theories and lies about the coronavirus. His estimates indicate that these ads will have generated millions of impressions and, with them, a revenue stream for those media. The impression Brother Cell Phone List data served on disinformation sites is always worrying for brands, but, as recalled in Business Insider , now it is a little more so because of how the market has changed during the year of the covid. Advertisers have taken refuge more than ever in internet advertisements and with this they have achieved that the part that digital advertising takes from their advertising budgets is greater. The problem now is how much of that investment goes to these types of sites.

The problem of misinformation about the coronavirus
The brands affected are many and of all kinds. There are giants of all conditions, but also public organizations and medical companies with campaigns linked to vaccination or prevention of the disease. Thus, the NewsGuard data lists Pepsi, Verizon, Marriott, Walmart, Pfizer or the US Centers for Disease Control and Prevention (CDC) among the brands that have been affected. One of the examples is the CDC campaigns, which the study located, for putting a sample, on an anti-mask site and which defends that taking zinc cures the disease. The study shows that, despite the fact that companies are increasingly active when it comes to controlling in which media their ads appear, with this they do not achieve absolute control and do not avoid the risks of programmatic. Undesirable media for their brands continues to creep in, in part because they continue to use the same advertising tools that legitimate media use. 67% of the ads located on disinformation sites about the coronavirus had been served by Google.

The year we have left behind is unprecedented and the pandemic has shocked our world. The way we interacted, communicated, and worked has been completely transformed. The little things that we took for granted, such as a face-to-face meeting, a hug, or a chat with friends over coffee, have become impractical both to protect ourselves and the people we love. In all this, technology has been a great ally. It has given us tools Luxembourg Mobile Database to share, communicate and work from anywhere in the world. This has led to an increase in the time spent on the Internet, a greater use of mobile devices, as well as the time spent on social networks. Along with this, today the consumer is increasingly concerned about the value that a brand can bring to society and the environment that surrounds it. And this has become the main factor that determines the corporate strategies of companies. The result of all these new consumer trends and changing patterns has been a boost in innovation by brands. Aware of the situation, the media and marketing specialists must take this new context into account in their digital strategies, focus on quality and efficiency, as well as work with technology companies that make transparency and innovation their strengths.

But what are the digital market trends that instill optimism in media and marketers that they should consider in 2021 to successfully develop their advertising strategies? The relevance of the context in which the ads are inserted will continue to be a very important element in 2021. Since it allows to guarantee a personalized and high-quality positioning in Brother Cell Phone List the digital investment in media according to the values ​​of each brand. The depreciation of third-party cookies remains an imminent challenge and marketers need to start working on perfecting new technologies if they want to continue to get the most out of their campaign targeting. On the other hand, a potential result of removing third-party cookies could be that marketers turn their attention to insights based on campaign performance, such as contextual targeting.

In line with the above, I want to highlight a very relevant fact. And it is that almost three quarters of consumers (70%) are more likely to remember an ad when it appears next to content whose context is relevant. This year will see advertisers use contextual targeting on a large scale and with a greater focus on brand suitability. This requires a sophisticated technology capable of analyzing in an atomized and detailed way the content of a web page, as well as its tone and the emotions that emanate from it to determine the most appropriate context for a certain brand. Unlike cookies, contextual analysis considers the content of a page, making it completely safe for a world without third-party cookies. Contextual targeting is a very effective alternative for both advertisers and media. Since the former will be able to increase the efficiency and ROI of their investments in digital. And the latter have the opportunity to monetize their websites with premium inventory in a world without cookie data.

The essence of digital advertising in recent years has been in personalization. Consumers expect ads that are relevant to their interests and not that companies send them content in bulk and with little importance. At the same time, however, privacy and data management concerns have been growing. Citizens do not want companies to have access to so much information about them and the regulations that have been approved over the last few years have been limiting the access that large companies have to information.

Faced with all this, there are the positions that the companies themselves occupy. Advertisers are very responsive to data usage and see it as a powerful asset. The information allows them to segment the campaigns in a very tight way. Rather than launching generalist ads or those that hope to reach a specific consumer niche, the ads are delivering messages that are ‘for you’. They start from what you have seen on the Lithuania Mobile Database internet, what you have bought and from other data sources that accurately and specifically outline what interests you. But that publicity is in jeopardy. After reigning for years in the online advertising market, it is now facing problems, tensions and business decisions that put it at risk. The European Union, for example, is working against microtargeting , to reduce what companies can do in terms of segmentation. The process was still in its early stages last October, but it clearly showed that the EU wants to make internet advertising less invasive.

Even so, the most immediate blow will be the death of the cookies, which is looming and which will change everything completely. The disappearance of cookies has been in the making for a long time and has had different players and peak moments. Google’s decisions have become, yes, the final Brother Cell Phone List shock that will impact its use and its potential when segmenting advertising. Chrome, Google’s browser, announced, with enough time to give the industry room for maneuver, that it would block cookies by default from 2022. The advertising industry has to work to find alternatives, but it seems increasingly clear that the solution will be in a completely different online advertising. That will mean the death of personalized advertising as we know it.

Many industry players expected that the death of the cookie would imply the boom in alternative ID systems that would continue to identify consumers and follow their browsing patterns to determine profiles without using that technology. It is possible to do it: companies like Facebook already do it, in fact. However, Google’s latest decision seems to make dominance of those technologies unlikely. As they point out in Campaign , Google’s latest decision in online advertising has blown away hopes that this would be what was coming. Google has made it clear that it will not create alternative systems that achieve the same as cookies.

And that’s where the key point comes in: what exactly has Google just announced and why can it completely change how the online advertising market operates? Google has just revealed that, when cookies disappear, it will no longer sell targeted advertising based on navigation. That is, it will not focus on the consumer in a personalized way, in order to respect more their privacy. The idea is to launch a kind of group advertising, for which it will use a new tool called Privacy Sandbox. Advertisers will be able to reach like-minded consumer groups, but they will not be able to go to the specifics and the concrete.

Privacy is one of the key issues for all the actors in the advertising industry that IAB Spain, IAB Europe and the rest of the national IABs represent. Following the anun ci or by Google last week on Google Ads, as has pub l i c ad or IAB Europe , a public dialogue will, in the coming days, to address the impact of this announcement and possible Lebanon Mobile Database implications for advertisers, ad tech intermediaries, and publishers. Google’s ad has been positioned as necessary to ensure consumer privacy protection. However, the sophisticated data protection laws of the European Union already guarantee consumer protection and, for IAB Spain, effective consumer protection does not imply that personal data is not processed for the delivery and measurement of digital advertising, rather, it is always done within strict compliance with the European privacy framework.

Along the same lines as IAB Europe, we are committed to an innovative and dynamic future for digital advertising in which advertisers, publishers and consumers have a wide range of providers to choose from : solutions without identifiers, along with others that are based on in an identifier. In this regard, it is relevant to note that important innovations Brother Cell Phone List are taking place in approaches that are equally legitimate from the point of view of privacy and consumer protection. We are confident that all players in the digital advertising environment, including Google, can work on a European cross-industry open source standard developed to ensure compliance. And that this accommodates all existing solutions and those that are developed within compliance with the standard. During the next week there will be a Town Hall, organized by IAB Europe, in which all participants will be able to present their doubts and questions to Google in an open session for IAB EU, IAB Spain and other national IAB associates. Soon we will share more details about it with the IAB Spain associates, so that they can attend and participate in the session.

Ads sell ideas, services, and products that consumers want to have. They create an aspirational reality that consumers must connect with and desire. To do this, the consumer needs to connect at some level with what the ad shows and end up wanting what it has come to offer. If the consumer feels Latvia Mobile Database that ‘this ad is not for them’, the message, the effort made by the brand or the exciting closing that is linked to it does not matter. It won’t sink in and you won’t pay attention to it. Therefore, it is very important to correctly define which target of consumers you are interested in, to launch messages that respond to their needs, concerns, dreams or interests. It is also crucial to establish well which segment you want to conquer to later choose the keys to press.

Each group of consumers is interested in certain elements, which do not necessarily work with others. The life stage you are in also changes which messages you are most receptive to and which you are not. But are the ads on the internet really reflecting the world in which consumers and their interests move? Do consumers manage to see themselves in the messages they sell and in the worlds they represent? A recent study by Facebook and the Geena Davis Institute on Gender in Media makes it clear that no: consumers do not feel represented in the advertising they see online. In fact, what they would like to see in digital ads directly collides with what they are receiving.

Thus, 54% of those surveyed say that they do not feel fully represented in online ads, but at the same time 71% of consumers point out that they expect brands to bet on diversity and inclusion in their online ads. That is, consumers Brother Cell Phone List want more diverse advertising, in which they can ‘see’ themselves, but they are quite clear that this is not happening right now. Ads don’t show them. Those who do can get high returns from their strategy. 59% of those surveyed recognize that they are more faithful to those brands that are committed to diversity and inclusion in their online advertising. Another 59% indicate that they prefer them in their purchasing decisions.

More diverse ads also have better campaign recall effects. According to the study’s conclusions, they manage to be remembered better than those that are not diverse. And if consumers do not feel represented by the ad format they are seeing on the web, what exactly are online ads showing? Based on the data that the study indicates, it can be concluded that advertisements on the network continue to make use of stereotypical advertising. Thus, the ads end up falling into certain practices. On women, for example, they are 14 times more likely to be shown wearing clothes that show their body than not. They are also much more likely to be targeted (seven times more). Men tend to appear more commonly angry (2.4 times more likely) and less cheerful (1.4 times less likely).

Shortly after Brexit went into effect, some surprising advertisements began to haunt me on a social network. They were from a British police force, encouraging me to come forward for their selection processes. Opposition announcements aren’t exactly new to my feed (I feel like Instagram advertising is convinced I’d be a lot happier if I took on a librarian), but this one was especially striking because in the context we were in it made Kuwait Mobile Database a lot less sense . What was I, a community citizen sailing from an EU country, painting in targeting to receive messages to become a British policeman? British ads have continued to appear since then on my feed, especially on Twitter, and I am not the only one in my circle who occasionally gets messages intended for that audience. They have tried to tell a friend what to do as a British citizen living in an EU country (my friend lives in the EU, but she is not a British citizen). The how and why segmentation leads to this is surprising in an age where companies know too much about you.

The promised benefits of online advertising and its segmentation based on data have been repeated over and over again over the last few years and have become an almost unquestionable element of wisdom. Segmentation using the large amounts of data that we have allows to profile the market Brother Cell Phone List niches in a highly realistic way, consumers are being reached with what they really want and they are known so well that it is possible to go beyond the stereotypes about consumption patterns. The big question, or that is what the FT column invites to ask , is whether this is all real or if it has a lot of smoke. As the columnist points out, we have all been haunted by nonsense ads that had little to do with our interests or our states in life.

And, when you go to see what the different web services that interest you consider, it is not difficult to find errors or questionable interests (Facebook, for example, believed that it is very interested in greeting cards, but as few people point out he has them as an element of passion; he has as an element to serve me ads that interest me rhinos, which is possibly a follow-up error because what interests me is the publishing house Rinoceronte). Therefore, and without denying that for citizens having more control over their online privacy is a necessity and something key, it would be necessary to ask, from the point of view of advertisers, if the segmented advertising offered by the network giants is so effective in creating niche markets, notes the column, as it is selling.

A study a few years ago on behavior patterns on eBay could agree with those who agree with this approach and believe that programmatic advertising is far from being Jauja. The study, conducted by researchers at the University of Berkeley, used eBay listings as a benchmark. They wanted to check whether or not they were effective in making the products sell. After pausing advertising on eBay’s Google Search for three months for a control group, they found that there was only a minimal difference in sales. The ads had been serving simply to target consumers who were already hoping to buy that product.

Fue en los primeros meses de la pandemia, cuando todo el mundo estaba buscando con qué entretenerse, cuando, como tanta gente, acabé jugando a juegos móviles todo lo que no había jugado en mi vida previa. Había sido de esa gente que nunca cayó en Candy Crush ni en ninguno de los juegos que se iban poniendo de moda, ni siquiera Angry Birds. Pero Kenya Mobile Database en el encierro los juegos móviles eran fáciles, simples y muy entretenidos. Me pasé horas jugando a Two Dots y a otros juegos de puzle. Y en medio de esos juegos acabé viendo muchísimos anuncios, ya que todos ellos tienen modelos freemium en los que ver anuncios es inevitable para seguir jugando o acceder a funcionalidades. Habituales en esos anuncios eran los de Homescapes y Gardenscapes, dos juegos que la publicidad presentaba como juegos de lógica y que en realidad no lo son (o no lo son todo el tiempo). 

Su publicidad es decididamente engañosa y lo sé porque fui una de las muchas personas que se los descargó, vio que aquello no era lo prometido y borró el juego, sintiéndose un tanto estafada por unos anuncios que prometían algo Brother Cell Phone List que no era (estos anuncios aparecen como publicidad en otros juegos móviles, pero también es fácil acabar tropezando con ellos en otros sites, como YouTube). El modelo publicitario de estos juegos es sencillo. El anuncio muestra aquella parte del juego que resulta más atractiva para quien está viendo el anuncio – la parte de juego de lógica – y lleva a descargárselo a la tienda de apps de turno. Cuando se abre el juego se descubre no el juego de lógica prometido, sino uno del estilo Candy Crush. Las partes que se ven en el anuncio son etapas tras muchas jugadas y mucho menos satisfactorias que lo que la publicidad hacía imaginar.

El caso de Homescapes y Gardenscapes es el más visible porque son bastante habituales. Lo son tanto, de hecho, que la Advertising Standards Authority (ASA) británica ha llegado a prohibir a la empresa detrás de ellos, Playrix, que siga anunciándolos con esos reclamos en el Reino Unido. Lo hizo el pasado mes de octubre. Según la ASA, el mensaje en letra pequeña en el anuncio que dice que “no todas las imágenes representan el juego real” no eran suficientes. “Dado que los anuncios no son representativos del juego al que dan protagonismo, concluimos que son publicidad engañosa”, sentenció la ASA. Playrix se defendía señalando que los jugadores se quedaban en las fases iniciales del juego y por ello no llegaban a las partes de lógica.

La experiencia con esos anuncios y los juegos vinculados es frustrante. El usuario se queda con la sensación de que ha sido engañado, lo que es a la larga un problema tanto para el desarrollador del juego como para el propio advergaming. Así pues ¿por qué las compañías siguen apostando por ese modelo y por qué siguen creando reclamos que no son ciertos? Estos anuncios que llaman a la confusión no son escasos en el mundo de los juegos online. Matthew Bailey, un analista de juegos de Omdia, señalaba a la BBC que todo estaba en el nicho de consumidores a los que querían convencer. Quieren conectar con consumidores que es más probable que paguen por compras in-app o que verán más anuncios. Ese perfil de jugadores son quienes suelen descargar juegos tipo puzle o de lógica.

Es, en general, lo que acaban señalando los expertos. Además de intentar llegar a ese perfil de consumidores, también logran entrar en los rankings de los juegos más populares. Poco importa que el usuario se lo haya desinstalado al poco de instalarlo: en el camino ha hecho una descarga y lo ha posicionado en lo algo de las listas. Igualmente, no todos los consumidores se deshacen de la app rápidamente. Algunos se quedan con el juego, aunque no sea exactamente lo que pensaban que iban a encontrar. Así, de una manera o de otra, el formato publicitario les sale rentable.

The decline of cookies will have a direct impact on the advertising market. Cookies have been in a crisis situation for a few years now, weighed down by the increasing Kazakhstan Mobile Database privacy measures imposed by the different regulations that have been approved and that consumers themselves adopt. At the same time, cookies have faced a technically complex situation, as they do not work as well in mobile environments as they do on the desktop. As a coup de grace, Chrome announced a while ago – giving the market a margin to adapt to the new situation – that it will start blocking cookies by default. It is something that other browsers already do, but in the case of Google’s tool it is more worrying because it is the browser that has the largest market share.

All this has meant that the advertising market has had to face a crisis situation and that it has to think about how to reinvent itself. Over the last few months, many questions and many potential solutions have been discussed, although nothing is exactly clear and nothing completely prevents Brother Cell Phone List reliance on the measures and decisions taken by others. There has been talk of ID systems, new tools and recovery of systems from the past. On this last point, the one that dominates the conversations and the one that seems best positioned to become the alternative is contextual advertising.

The revival of contextual advertising is an element that has been repeated as a potential – and with numerous advantages – since people began to talk about how Google was going to lock cookies in Chrome. Contextual advertising was the one that dominated in the principles of the network, when ads were served based on the type of content that was being viewed. If you were reading an article about the best weekend getaways, for example, the banners would try to sell you flights, hotels and train tickets. Now, marketers see potential again because, improved to avoid making mistakes (like announcing airline tickets in a news story about an air disaster, something that happened), it could be the solution to their problems. Contextual advertising allows targeting by interests, but eliminates all the hassle of privacy and personal data.

For the media, it is also an element that they see with great potential and that they value, perhaps because it makes the importance of the quality of their articles more visible. For all this, for a few months there has been talk – and a lot – about contextual advertising. And, also, different studies have been launched that try to take the pulse of the market in this field. One of the latest is the one prepared by Digiday , which has asked brand and agency professionals about the future of post-cookies and contextual advertising as a solution to the problems.

Overall, just over half of those surveyed said they expect to spend more money on contextual advertising in the foreseeable future. The percentage is higher when brand and agency data is separated among the latter. Agencies are the ones who expect a greater investment in contextual advertising. Of course, this is not the only thing that the market will do to find its place and its way of connecting with the public in a cookie-free digital advertising. Respondents also acknowledge that they are investing more in technology to collect more first-party data and that more ad tech solutions are being used to find alternatives to cookies. Even so, these two points carry less weight than betting on contextual advertising in future plans.

Like pieces of dominoes that will progressively fall with a first blow, the movements that promise more privacy from the large internet companies have been positioning themselves over the last few years and will come into force over Jordan Mobile Database the coming months, one after another. Google’s actions – which will make cookies obsolete and will force the advertising market to migrate to alternative formats – have become the recurring headline and one of the main concerns of the industry. It has a lot of logic. Google’s movements will have a general impact among Internet users, since they will start with a default blocking of cookies in Chrome and this is the most used browser in the world. 

However, Google is not alone in making privacy moves that will affect how advertising will be targeted. Apple is also there, determined to block the tracking processes of mobile apps in its operating system for these devices by default. iOS will ask its users if they want to block mobile apps Brother Cell Phone List from following them. If they say yes, the players in the advertising industry will be left without that data source. Apple’s movement has been very controversial: it is the basis of the open war that it has right now against Facebook. The giant has published announcements, made statements criticizing the movement and has positioned itself against it. After all, as the company itself acknowledged in its last statement to shareholders, Apple’s decisions will have a direct effect on their business areas and can lead them to lose a lot of money in advertising revenue, since their ads will lose the company. time to shape the market.

The digital advertising industry may be very much against what Apple is doing, but it can do very little against it. That is, as much as the movement bothers them and as much as they want Apple not to jump into it, they will not be able to stop the giant’s actions. The only thing they can do is look for alternatives so that the blow is much less hard. The alternatives that they are launching or are working on can also be seen as an example of where the future of digital advertising is heading and how these players could operate in an industry in which it seems increasingly difficult to process information.

The industry is already looking for ways to curb the impact of Apple’s measure and to position itself with solutions that allow them to segment advertising as they have been doing until now: an analysis by The Wall Street Journal shows the main lines in which the main ones are working. In general, companies are focusing on notification systems and new advertising techniques, assuming that things are going to be the way Apple wants them to be. As a consultant explains to the Journal, most have resigned themselves to the reality of the movement. Thus, Facebook is going to use a pop-up system to remind consumers of the importance of personalized advertising and its impact on business (basically, they are going to play the card they already used in their advertising campaign on personalized ads, that of how businesses – and SMEs – need ads for consumers to discover). Of course, launching pop-ups does not seem entirely the best idea, because users in general hate them.

Google has announced that it will accept Apple’s new measures, although it acknowledges that this will affect the visibility of advertising metrics. The company will use more of an app that deduces what happens to the interactions of the ads without using personal data that identifies users. And, in China, the China Advertising Association is working on a system that would work as an alternative and neutralize Apple’s terms. It is an alternative tracking system, which follows consumers but is not blocked by rejection of tracking manifested using a “device fingerprint” model. Using other elements generated by the terminal (such as the IP), it can be tracked. The idea is behind the great Chinese giants of the network (but not TikTok), but the idea could collide with Apple’s rules.