YouTube is rolling out a number of new changes to make its platform more engaging and focus on user privacy. One of these changes is bringing an option for Apple device users to consent to sharing location if they want to watch more personalized videos. The move is to comply with Apple’s privacy policies and deliver more personalized ads on the platform by aligning with Apple’s App Tracking Transparency (ATT) framework introduced with iOS 14.5.

According to Apple’s ATT policy implemented from 2021, app developers must obtain explicit consent from users before tracking their activities on other companies’ apps and websites. This change fundamentally changed the way digital advertising works on Apple devices, placing an emphasis on user privacy and control over data sharing. In response, Google, like many other companies, also modified its tracking practices to avoid displaying ATT signals by turning off certain tracking methods such as the Identifier for Advertisers (IDFA).

However, YouTube is now taking a different approach. Soon it will show YouTube users on iOS devices a one-time prompt asking for permission to track their activity on other apps and websites. The prompt will offer two options.

The first option will be ‘Allow’. Users who choose this option will enable YouTube to link their in-app activity with activity from non-Google apps and websites. This will help the platform provide more personalized ads and better ad measurement. If a user selects this option, it will be applied to all users of the YouTube app on the device where the setting is enabled.

The second option will be ‘Ask the app not to track’. Selecting this option will restrict YouTube from linking app activity to non-Google apps and websites, resulting in less personalized and potentially more repetitive ads. Notably, this new prompt will not appear for YouTube Premium subscribers or users with child accounts on YouTube.

YouTube will also allow users to change their choice by navigating to iOS Settings > Privacy and Security > Tracking. YouTube further notes that “This setting does not affect the association of activity on other Google apps and websites with activity from other Google apps (iOS and non-iOS) and non-Google apps and websites. This setting also does not affect the use of activity from the YouTube iOS app and other Google apps and websites to personalize ads based on your Google personalized ads option.”

The new options are in line with YouTube’s ongoing efforts to balance user privacy with the need for effective advertising, aiming to enhance the user experience while supporting content creators through improved ad performance metrics.

“Soon, YouTube users on iPhone and iPad devices can opt in to more personalized advertising in line with Apple’s App Tracking Transparency Policy. We believe this will help us provide a high-quality, helpful ad experience for users, while also benefiting creators. YouTube users who choose to opt-in can turn it off at any time,” a YouTube spokesperson told 9 to 5 Google.