(TargetLiberty.org) – Two of the world’s biggest tech companies are squaring up for a confrontation that could blow a huge hole in the online advertising market. For years, Apple has built technology into its devices that lets advertisers identify who’s looking at what. Now they want to change how it’s used – and social media giant Facebook isn’t happy.
Apple vs. Facebook: A new iPhone feature would let users stop Facebook from tracking them across other apps, escalating a feud between the companies. https://t.co/0gF9JA7EJp
— The New York Times (@nytimes) April 26, 2021
Every iPhone and iPad has an Identifier For Advertisers (IDFA) code hardwired into it, and Facebook has built tracking software that works with this feature to collect information about web users and tailor ads for them. However, when iOS 14.5 released on April 26, IDFA was turned off by default. Users are free to turn it back on – but how many people will go out of their way to let themselves be tracked by Facebook?
It turns out Facebook has already asked that question, and it doesn’t like the answer. Up to 80% of people, if given the choice, will leave IDFA off. Now the company has launched a PR offensive against Apple, claiming that targeted advertising – and the tracking software that allows it – is essential for small businesses and creates “better experiences” for internet users. What they likely really mean is that selling tracking data is how Facebook makes its money, and they don’t want you (or Apple) to have any way to stop them.
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