The difference could eventually give Apple’s small but growing ad business an edge over rivals, ad executives and app makers say.
Apple’s latest operating system for iPhones has set off a firestorm in the ad industry and beyond by letting users decide whether to let apps track them for advertising purposes—changes that mean companies may soon have less data about who sees their ads. Apps on Apple’s iOS platform must ask users’ permission to track them for advertising purposes.
When targeting users who have opted out of tracking, advertisers who buy ads through third-party platforms will have to wait three days for insights on their campaigns and will only receive aggregate information, such as the total number of users who took an action after an ad, people familiar with Apple’s ad products said.
Advertisers who buy Apple ad space can receive more data about user behavior, the people said. They can learn which version of their ads users saw and which search keywords ads appeared on, they said. Those advertisers will get results in nearly real time, the people said.
That could give Apple an edge in luring advertisers, especially if the tech company expands its ad business, ad-industry executives say. Right now, Apple sells search ads that appear in its App Store, and display ads that appear in its News and Stocks apps.
An Apple spokesman denied that the company is advantaging its own products and said the data restrictions for…