Germany's federal cartel office, the Bundeskartellamt, has issued a landmark antitrust finding against Apple regarding its App Tracking Transparency (ATT) framework. The regulator concluded that while privacy protection is legitimate, Apple created self-preferencing rules that exempted its own advertising network from the same pop-up prompts required of third parties.
The ruling requires Apple to modify iOS consent prompts across the EU, ensuring that first-party and third-party advertising tracking are treated with strict parity.
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The decision sets a significant precedent for digital ad ecosystems and could force Apple to revamp its ad network consent architecture globally.