Procter & Gamble Co. participated in testing an advertising technique being developed in China to gather iPhone data for targeted ads, a step intended to give companies a way around Apple Inc.s new privacy tools, according to people familiar with the matter.
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 worlds largest advertisers, with brands such as Gillette razors and Charmin toilet paperis the biggest Western company involved in the effort, the people said.
The company has joined forces with dozens of Chinese trade groups and tech firms 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 gathers iPhone user data to serve up targeted ads.