But as Apple is in the antitrust spotlight, its privacy move is also called a power move by the advertising industry. They are scrambling to adapt to these changes. These changes are expected to be included in iOS 14. The system is expected to be next Go online this month.
On Wednesday, Facebook told investors and users that Apple’s move would damage the bottom line of the social network because it would limit the kind of personalized ad customization that makes Facebook’s ads so valuable to advertisers. “This is not the change we want to make, but unfortunately, Apple’s update to iOS14 forced us to make this decision,” the company said in a blog post.
Some in the advertising industry believe that this move is partly for privacy and partly for Apple’s own interests . Apple also provides advertising. By limiting the amount of data collected by external marketers, Apple’s opportunity to obtain data becomes more valuable.
“I think there may be 30% authenticity. They do this for privacy reasons, and 70% authenticity is because it is good for Apple.” Narrative I/O founder Nick Jordan said , The company helps companies collect data for advertising. “For regulators and courts, this is a question whether they should be able to exercise power over this ecosystem,” he said.
In an interview with the Washington Post, Apple’s director of privacy engineering Erik Neuenschwander said that these changes are part of Apple’s privacy roadmap. When asked whether Apple would consider how regulators or competitors might view privacy changes, such as the new policy on advertiser tracking, he said that users are always Apple’s main consideration .
For the new pop-up message expected in iOS 14, Apple said that when users open an app, they will be asked if they are willing to allow that particular app to track them with something called “ID for Advertisers” or IDFA. Apple created IDFA in 2012 to help app developers make money on iOS. This unique number assigned to iPhone customers allows advertisers to track their movements on websites and apps by tracking this unique identifier.
Naijatechnews has learned that IDFA has been turned on by default on the iPhone for many years. Only by entering the phone settings, the user can turn off this function. IDFA helps Facebook and other developers understand which apps users have downloaded, how often they use these apps, their in-app purchases, and the websites they visit on desktop and mobile devices and Apple TV.
For new pop-up messages, users will be forced to make choices, and it is likely that most consumers will choose not to be tracked . Facebook stated in a blog post that this would make its off-platform advertising network so ineffective that it might not make sense to provide it to developers. Facebook said that in the test, its revenue fell by more than 50% due to the loss of Apple’s data.
Neuenschwander said that over time, Apple has given more control and control to users, and Neuenschwander would not disclose how many Apple customers have turned on this switch in the settings.
Like Facebook, Google, and several other companies, Apple operates an advertising business that relies on collected personal data to show people “relevant” ads. “We collect your personal information,” says Apple’s App Store and Privacy Guidelines, “… We also use information about your account, purchases, and downloads in the store to provide advertisements to ensure that the App Store Search ads and ads in Apple News and stocks (if any) are relevant to you.”
But according to Neuenschwander, Apple does not consider this data collection to be “tracking.” This is because Apple collects user data on its own apps and other services. Apple said that Facebook and other advertisers will collect user data even when users are not using Facebook.
By reducing the amount of data that Facebook and other advertising companies can collect from IDFA numbers, Apple limits their ability to collect user data when users jump from app to app or from website to website.