The advertising industry has relied on user data to provide targeted advertising for years, and Facebook is one of the industry’s giants. If you’ve been following the news lately, you know for a fact that the social media giants and Apple have started a verbal argument to destroy each other and do not hesitate to hit each other.
Facebook recently published anti-privacy ads on major newspapers in the United States. In the ads, the company introduces itself as a social media hero, focusing on small businesses, intending to portray them as victims who have apparently been involved in a giant war. Now the Electronic Privacy Foundation (EFF) has described Facebook’s attack on Apple’s anti-tracking measures as a “ridiculous campaign” and says it is in fact an action against small businesses that Facebook focuses on and claims to support.
With repeated campaigns and pressure from tech giant Cupertino, Facebook is trying to change Apple’s view of providing privacy capabilities and, consequently, restricting ad tracking; It should be noted, however, that Facebook has repeatedly received criticism from Cook and Apple, and it is said that Apple will seriously add these features to iOS and iPadOS in the first half of 2021.
The EFF, a nonprofit with a focus on privacy, is now embroiled in a dispute between two tech giants over Apple. In an article published on the EFF website last Friday, the foundation said that Facebook’s campaigns consisted largely of media attacks claiming that Apple’s privacy was harmful to small businesses; But in fact the opposite will happen. Instead of protecting privacy, the EFF says Facebook is making a ridiculous effort to divert users’ attention from its poor track record, anti-competitive behavior and privacy issues, and to eliminate privacy protections that would be detrimental to its business.
Recently, Apple unveiled the ATT feature as a feature in iOS and iPad OS, and it can be said that this is the reason for all these controversies. The EFF has praised this feature; Because in this system, in order to track the user, he must first get permission from him, which provides the user with the power of choice. In addition, it provides users with more knowledge about applications, helps protect users from potential abuse, and ultimately, allows users to make the best decisions for themselves. The EFF says:
This feature is another step in the right direction and reduces potential misuse by giving users the knowledge to control personal data. Facebook’s campaigns against this feature are not about small businesses, but about who benefits from the normalization of ads by monitoring them, and what Facebook and other data agents will lose behind the scenes.
Until now, targeted ads that relied on tracking user data were thought to generate more revenue than non-targeted ads; But the EFF claims that the proceeds do not go to content creators or program developers; Instead, most of the revenue from targeted advertising goes to the pockets of large companies and data brokers. It is also said that only a handful of companies control the online advertising market and that small businesses cannot compete effectively with them. This is partly due to the advertising industry itself and the illusion of superiority of targeted advertising over other methods of customer acquisition, which in turn devalues non-targeted advertising. The EFF takes the ATT capability one step further and says:
When a company does the right thing for users, the EFF will stand by them and against companies that do the wrong thing. Here, Apple is right and Facebook has taken the wrong path.
Following a Facebook blog post and two ads about irreparable damage to Apple’s privacy capabilities that appeared in US newspapers, Apple CEO Tim Cook tweeted the ball to Facebook; The content of the tweet is as follows:
We believe that users should have a choice in the data that is collected about them and how they are used. Facebook Can track users in apps and websites as before; But in the iOS 14 tracking transparency app, it only needs permission from users.
Facebook collects data from many users with the help of its programs; So Apple’s privacy label will have a huge impact on reducing Facebook revenue. Social media giants expect iOS 14 to hit the company by about 50 to 60 percent.
According to the published news, it is predicted that the ability to transparently track ads will be introduced in iOS 14 in early 2021. This means that when this feature is enabled, any application running on the iPhone or iPad must obtain permission from the user before accessing certain data that can be used for tracking in other applications, and users can accept corporate requests. To do or not to accept it. Technology giant Cupertino has also introduced IDFA tags in the App Store. These tags allow the user to view the type and purpose of the collected data before downloading the application.