Facebook is hiding full-page newspaper ads in an attempt to attack Apple’s iOS privacy changes
Facebook attacked Apple today in a series of full-page newspaper ads, claiming that iOS 14’s privacy changes to data collection and targeted advertising are bad for small businesses (via Bloomberg).
The ads run in the New York Times, the Wall Street Journal, and the Washington Post and are headlined, “We Stand Apple For Small Businesses Everywhere.”
Earlier this year, Apple introduced a number of privacy changes that restricted companies like Facebook from collecting data about users and targeting advertisements. In iOS 14, Apple made the “Identifier for Advertisers”, which is used by Facebook and its advertising partners for ad targeting, into an opt-in function that offers more transparency for users who are not tracked in apps and on websites want to become. The update just asks users if they want to consent to ad tracking or to prevent app and cross-site tracking in order to serve targeted ads.
IOS 14 also has a prominent “Tracking” section in the privacy section of the Settings app, where users can turn off the option for apps to track them as a whole. Even with this feature disabled, apps still need to ask permission to track users across apps and other company’s websites, which is a blow to the silent ad-related tracking that goes on behind the scenes.
Facebook previously warned that Apple’s changes would create difficulties, not only for its own business model, but also for small businesses that use its platform for advertising. Facebook claims that ads without personalized targeting generate 60 percent fewer sales than ads that are consumer-targeted.
Apple responded to the criticism after delaying the introduction of the new privacy measures, accusing Facebook of making clear its intention to “collect as much data as possible about first and third party products in order to develop detailed profiles of their users and to monetize, and this disregards “. User Privacy is constantly being expanded to include more of their products. “
The full-page ads are the latest volley in the escalating tensions between businesses. Facebook has criticized Apple heavily in the last few months and reprimanded the company’s App Store guidelines, the “stranglehold as gatekeeper” and the fee structure. It has also repeatedly raised allegations of anti-competitive behavior at Apple, for example because Messenger was not selected as the default for iOS.
With iOS 14.3, Apple introduced privacy labels for the App Store that clearly show users how data is collected from apps that they can download. Last week, WhatsApp, which is owned by Facebook, protested the App Store’s privacy labels, saying that users may be discouraged from using its app.