was one of the companies that worked with the China Advertising Association to test a new data collection tool designed to get around Apple's App Tracking Transparency rules, reports The Wall Street Journal.

The state-backed China Advertising Agency developed a new method of tracking users called CAID to replace access to the IDFA or advertising identifier of an iPhone or iPad.

Apple in mid-March began warning developers not to circumvent App Tracking Transparency rules with methods like CAID.

Apple has told developers that attempting to get around the new ad tracking restrictions will result in removal from the App Store.

"The ‌App Store‌ terms and guidelines apply equally to all developers around the world, including Apple," an Apple spokesperson told The Wall Street Journal.

In a statement, P&G told The Wall Street Journal that it is providing input to the China Advertising Agency in an effort to "deliver useful content consumers want in a way that prioritizes data privacy, transparency and consent." Delivering useful content to consumers "means partnering with platforms and publishers--both directly and through our advertising associations across the globe.".

companies that include Deloitte, PricewaterhouseCoopers, and Nielsen are also working with the China Advertising Agency on CAID!