Procter & Gamble Co. PG, + 0.07% participated in testing an advertising technique being developed in China to collect iPhone data for targeted ads, a step intended to give businesses a way around Apple Inc’s AAPL ., + 1.70% of new privacy tools, according to people familiar with the subject. The move is part of a broader effort by the consumer goods giant to prepare for an era in which new rules and consumer preferences limit the amount of data available to marketers. P&G, among the world’s largest advertisers, with brands like Gillette razors and Charmin toilet paper, is the largest Western company involved in the effort, the people said.
The company has joined forces with dozens of Chinese trade groups and tech companies working with the state-backed China Advertising Association to develop the new technique, which would use technology called device fingerprinting, the people said. Dubbed CAID, the advertising method is being tested through apps and collects data from iPhone users to deliver targeted ads. Apple is planning a software update in the coming weeks that will require app users to choose whether they want their activity to be tracked on other companies’ apps and websites. Apple has touted the new software as an important step in putting privacy controls in the hands of users. Fingerprinting devices is against Apple’s rules, and the tech company has said it will ban any apps that violate its policies. An expanded version of this article appears on WSJ.com. WSJ.com Popular Stories: