Battles between tech giants are no stranger to us, but it seems Facebook has decided to take the front with their Apple to the next level and posted an entire page ad in major newspapers (yes, there are some and people still read them) against the giant from Cupertino. But what’s the story anyway?
In Zuckerberg’s previous episode vs. Cook
The change in question will prevent advertisers, such as Facebook, from using information collected from users’ “Advertising ID” (or IDFA) – which is a unique profile for iOS users used for targeted advertising – without their explicit consent (opt-in, AA).
Facebook then argued that Apple’s change would lead to losses of about half of its advertising revenue through the Audience Networks division it operates and reportedly, the losses of Facebook and other advertising companies could reach hundreds of billions of dollars as a result of the move.
And what now?
So it turns out that if Apple decided it was the privacy knight (kind of) with the move that would prevent advertisers from accessing the information of iOS users without their permission, then Facebook would become the knight of small businesses. According to the ad that posted its battle against Apple is generally a battle on behalf of those small businesses that will not be able to reach customers because of Apple’s move.
“While limiting the way targeted advertisements work will indeed affect larger companies like us, these changes will be devastating for small businesses,” Facebook wrote in an ad published in the New York Times, Washington Post and Wall Street Journal. Facebook also claimed that non-targeted advertisements based on users’ personal information would hurt small business sales by up to 60%.
In favor of Facebook it should be noted that it does allow even small businesses to expose themselves with ads on relatively low budgets, certainly compared to other traditional media like TV, radio and press – for which this ad is likely to have paid quite a bit.
What does Apple have to say on the subject?
The spokesman added that “the transparency of apps’ tracking of iOS 14 users does not require Facebook to change its approach to tracking users and creating personalized targeted advertisements – it only requires them to give users the choice.” That means Facebook can continue to target users and make personalized ads accessible to them, provided users confirm that they are interested.
While it can be said to be another ammunition in this battle, Apple has added “private labels” to its app store that show how each app follows users – with the Facebook app’s label for iOS running across several pages with all the information the app collects about its users.