Apple’s big move to implement new privacy features affects the tracking system and makes Facebook mad. So, Mark Zuckerberg’s company fights over Apple’s decision to implement a new opt-in requirement for iOS14. The option offers users the right to grant permission for ad trackers.
The new privacy features seem to protect users
Facebook seems to be mad at Apple’s decision, as it might drastically cut its revenues. The new iOS’s 14 AppTrackingTransparency would limit the possibility to target ads.
Everything started in June, when Apple announced its new policy. This requires apps to show a prompt that explains why advertisers would like to track users.
“To request permission to track the user and access the device’s advertising identifier, use the AppTrackingTransparency framework. You must also include a purpose string in the system prompt that explains why you’d like to track the user,” Apple announced.
Still, Apple mentioned that it will not consider tracking and require user permission for specific situations. So, the rules would not apply when the data from the app “is linked to third-party data solely on the user’s device.” Also, advertisers should not send data “off the device in a way that can identify the user or device.”
Moreover, the rule would not apply when the data broker uses it just for fraud detection, prevention or security purposes.
All these seem legit, at least for users who care about their privacy and don’t want to be tracked all the time by ads.
Facebook turned small businesses into a shield
Still, Facebook started a huge campaign, paying newspaper ads, publishing a new website and a blog post, to outline its arguments. It also paid full-page print and digital ads in New York Times, Washington Post and Wall Street Journal.
The title was “We’re standing up to Apple for small businesses everywhere.” Thus, the company argues that, without personalized ads, business advertisers “will lose sales of over 60 percent for every dollar they spend”.
Thus, the social media giant says that Apple’s behavior is breaking competition. So, according to Dan Levy, VP of ads and business products, Apple is using its control of the App Store. And this happens “to benefit their bottom line at the expense of app developers and small businesses.”
Levy added that “this is not really about privacy for them. It’s about an attack on personalized ads and the impact it will have on small business owners.”
Anyone can stay away from trackers
Also the new privacy features would protect only Apple’s users, Windows users can protect themselves against trackers.
You may restrict the ability of any website to display ads and track your browsing, using the Ad Guardian Plus Windows native ad blocker. Thus, you should never concern about your personal data or about the ads that follow you all the time.