It’s no surprise that Facebook is upset at Apple. Facebook is furious at Apple.
This is because Apple’s privacy features cut down on tracking by revoking the access to the identifiers for advertisers (IDFA). An identifier that allows you to see ads on Facebook and when people googling it or buying products via its website.
Apple has won with its ATT iPhone features. It has further developed them in iOS 15 with the App privacy Report. People hate Facebook so they don’t eat their cereal as much when they read about Mark Zuckerberg’s losses.
Google has a search agreement with Apple, but that’s not the only problem Facebook has. Google is not as affected by ATT’s iPhone loss, but Facebook is losing more users to the iPhone.
Google takes aim at Apple with Android privacy push
There are also Google’s Android smartphones. People have been anticipating similar privacy features as Apple’s AT. This includes explicit permission being requested for access to Android IDs. Google will be making some privacy changes, but they won’t take effect for at least two more years, the company stated in a blog. It hopes that this will not have the exact same impact on the advertising industry as Apple’s strict iPhone privacy changes.
Google must please advertisers, unlike Apple. ArsTechnica notes that the new Android changes are not an upgrade to existing ad system; they aren’t a replacement, at least not yet.
Google understands privacy is important to people. Google’s blog states that it wants to create “new, more private advertising options” that “limit the sharing of user data and operate without cross app identifiers including advertising ID.”
The blog states that “We are also looking at technologies that reduce the possibility of covert data collection and safer ways for apps integrate with advertising SDKs.”
Google took a direct swipe at Apple, saying: “We realize that other platforms have taken an alternative approach to ads privacy. They bluntly restrict existing technologies used for developers and advertisers. Without offering a privacy-preserving alternative, such approaches can prove inefficient and worsen user privacy as well as developer businesses.
Google linked to a Blog from Lockdown Privacy. This anti-tracking app showed that ATT wasn’t always effective in preventing iPhone tracking.
Google isn’t for everyone
Google is aiming to please everyone–advertisers and Android users–by introducing changes, but not immediately.
It looks a lot like Google’s plans to get rid of third-party cookies. Google knows that it must, but it also needs to support its business model. Google’s new topic replacement for cookies is FLoC. It didn’t work.
Android privacy changes will see it get its own version Google’s Privacy Sandbox. They are based on the same idea: building privacy and enabling targeted ads.
Apple isn’t Google or Facebook, however, because its business model doesn’t depend on advertising. Apple is able to make privacy adjustments, and iPhone users are happy with them. This is Apple’s most distinctive selling point.
Google’s attempt to please everyone is not surprising to anyone. Forbes’ Davey Winder said in this week’s Straight Talking cyber, “Is it any wonder Google does this? It’s their entire revenue model.”
“We’ve seen it with cookies in Chrome, browser ad track,” Forbes‘ Zak Daoffman says. Google is firmly in both of these camps. It is a digital advertising guru and also controls Android and Chrome. It’s always under attack when it makes a change because it’s conflicted.
Facebook is losing with Apple and Google changes
Facebook’s privacy changes by Apple and Google have a major impact on the site. Doffman points out that the real problem with Facebook’s business model is its inability to fit into today’s privacy-conscious society. The problem is not Apple or Google. It’s Facebook’s business model. It tracks users and sells targeted advertising to them. It’s a tedious process that people are tired of, and Facebook doesn’t have any other options than its Metaverse. Is it going to work?
Jake Moore, global cybersecurity advisor for ESET, said that finding a balance between privacy and tracking is a difficult task in today’s technology business models. “Microtargeted advertising is over. Developers should look forward, not backwards. Google knows people expect privacy. It can’t ignore this demand.
Moore says that it is possible that the Android changes won’t be made in their current form because they are two years away. “Google’s business model revolves around attracting more attention to ads in order to grow their advertising business. This will continue as long as they have no plans to change their business model or reduce their profits.
It’s clear that privacy is the key issue. People desire more privacy from Google and Facebook. It’s not perfect but it’s the best way to get that right now is with an iPhone.