Facebook v apple: the ad tracking row heats up

A new feature is being introduced khổng lồ iPhones and iPads this week which is causing a huge rift between Apple và Facebook.

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Facebook has been put in a spin by this because user data - & the advertising it can generate - is what makes the company so profitable. This update could deal a severe blow to lớn its business model.

The row focuses on a chất lượng device identifier on every iPhone & iPad tablet, called the IDFA (identifier for advertisers). Companies which sell Mobile ads, including Facebook, use this IDFA lớn both target ads & estimate their effectiveness.

The IDFA can also be paired with other tech, such as Facebook's tracking pixels or tracking cookies, which follow users around the web, lớn learn even more about you.

But when iOS 14.5 comes out this week, the new App Tracking Transparency feature will be on by default. It will force ứng dụng developers to explicitly ask for permission from users to lớn use this IDFA.

If you want khổng lồ know how much Facebook already tracks you on other sites and apps, there's a helpful tool on Facebook.

image captionHow much data we mô tả from our devices is becoming the new battlefield for the tech giants

Apple has little interest in its customers' data because it makes money from selling devices and in-phầm mềm purchases, rather than from advertising. Plus it has always marketed itself as a privacy-first company.

Baông chồng in 2010, Apple co-founder Steve sầu Jobs acknowledged that some people didn't care about how much data they shared, but said they should always be informed of how it was being used.

"Privacy means people know what they're signing up for, in plain English and repeatedly... ask them, ask them every time," he said.

More recently, in what many saw as a thinly-veiled reference khổng lồ Facebook, current chief executive Tyên ổn Cook said: "If a business is built on misleading users, on data exploitation, on choices that are no choices at all, it does not deserve sầu our praise. It deserves rekhung."

Apple is baking privacy into lớn its systems. Its browser Safari already blocks third-party cookies by default, & last year Apple forced tiện ích providers in iOS lớn spell out in the App Store listings what data they collect.


Facebook has warned that the phầm mềm update could cut the money earned through its ad network by half, hitting small businesses the hardest.

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It also says that Apple is being hypocritical, because it will force businesses to lớn turn khổng lồ subscriptions & other in-app payments for revenue, from which Apple takes a cut.

As it often does when under pressure, Facebook has gone on a quảng bá offensive sầu. It took out adverts in national newspapers in December, featuring small businesses talking about how they only survived the pandemic thanks to lớn targeted ads.

In its lachạy thử blog, Facebook appeared to lớn accept the changes and promised "new advertiser experiences và measurement protocols". It admitted that the ways digital advertisers collect & use information needed to "evolve" lớn one that will rely on "less data".

In recent years, governments và regulators have sầu become increasingly concerned about just how big and complex the ecosystem around websites, apps and social truyền thông media companies has become.

the average app includes six third-các buổi party trackers that are there solely lớn collect and nói qua your online data, according to lớn a report commissioned by Applethe UK's Information Commissioner's Office is investigating real-time bidding - the daily automatic placement of billions of targeted online adverts on webpages & appsany one data broker is estimated khổng lồ have data on up lớn 700 million consumers, according lớn retìm kiếm consultants Cracked Labs

Technology consultant Max Kalmykov wrote in Medium that advertisers had to "prepare for the next, privacy-focused era of digital advertising".

This may include contextual ads, such as fashion-related ads appearing only on websites about fashion rather than randomly following people across the website.

Ad placements on podcasts or with influencers would be another non-intrusive way of advertising, he suggested.

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Meanwhile, Apple says that it supports the ad industry, & has introduced new free tools that let advertisers know how successful a chiến dịch has been, without revealing individual users' identities.

Chuyên mục: Kinh doanh online