It’s hardly unexpected that Facebook is upset with Apple. According to Facebook, the iPhone manufacturer will cost the social network up to $10 billion as a result of the iOS 14 privacy feature dubbed App Tracking Transparency, which was announced shortly following the company’s financial results.
This is because Apple’s ATT iPhone privacy features reduce tracking by canceling access to the identifier for advertisers (IDFA)—a unique code that reveals when users view an ad on Facebook, Google it, and buy anything through its website, for example.
Apple is on to a winner with its ATT iPhone features, which it has expanded on with the App Privacy Report in iOS 15. People love to despise Facebook, so they aren’t exactly sobbing over their cereal in the mornings as they learn of the Mark Zuckerberg-owned company’s massive losses.
However, Google, which has a search contract with Apple, is one of Facebook’s major grievances. While Facebook is losing ground on the iPhone because of ATT, Google isn’t suffering as much.
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Google’s Android privacy initiative is a jab at Apple.
Google wants to appease everyone—advertisers and Android users alike—by making improvements gradually.
It appears that Google’s goal is to shift away from third-party cookies—it knows it needs to, but it also needs to fuel its revenue model. Consider FLoC: it was ineffective, which is why Google is pursuing its new cookie replacement Topics.
The Android privacy upgrades, which will see the operating system receive its version of Google’s Privacy Sandbox, are based on the same concept—creating privacy while permitting targeted advertising.
However, Apple is not like Google—or Facebook—in that its revenue model is not based on advertising. Apple can afford to make privacy adjustments, which iPhone consumers appreciate. It’s become Apple’s distinguishing feature.
The Android privacy upgrades, which will see the operating system receive its version of Google’s Privacy Sandbox, are based on the same concept—creating privacy while permitting targeted advertising.
However, Apple is not like Google—or Facebook—in that its revenue model is not based on advertising. Apple can afford to make privacy adjustments, which iPhone consumers appreciate. It’s become Apple’s distinguishing feature.
Changes at Google and Apple are a lose-lose situation for Facebook.
Apple’s privacy improvements hammered Facebook, and Google’s may as well. The underlying issue, as Doffman points out, is Facebook’s business model, which simply does not fit in today’s privacy-conscious society. “The problem is not with Apple or Google; it is with Facebook’s business model. It follows people around and sells them personalized ads. People are sick and weary of it, and Facebook has nothing to fall back on except its Metaverse, which may or may not work.
According to Jake Moore, global cybersecurity adviser at ESET, finding a happy medium between tracking and user privacy is one of the most difficult lines to walk in current technology business models. Micro-targeted advertising has outlived its usefulness, and developers should turn to the future rather than the past. Google understands that people want privacy and that it cannot evade this necessity.
However, with two years until the Android modifications are implemented, Moore believes they may never be implemented in their current form. As an advertising company, Google’s business plan is to get more eyes on advertisements. As long as that’s the case, there’s no reason to assume they’ll do anything to endanger this and their revenues.
There’s a little mistake about it—the battleground has been established, and it’s increasingly about privacy this year and beyond. People demand better privacy protection from companies like Facebook and Google. Sure, it’s not ideal, but utilizing an iPhone is now the best method to acquire it.
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