As of Monday, May 3, iPhone owners will have to agree to each application, concerning the collection and tracking of their data while browsing. A paradigm shift that does not please Facebook, which works precisely on this system of targeted advertising.
Data in exchange for targeted advertising
Will targeted advertising lead to a war between web giants? This is what raises fears of an update from Apple that could well undermine the advertising ecosystem used by Facebook and Google. From this Monday, May 3, by downloading the new version 14.5 of iOS, iPhone owners will have the choice: to accept or refuse, for each application they open, to see their browsing data compiled from one site to another and then be used for advertising purposes. If for users, it is simply a matter of pressing a button before continuing to browse, for Google and Facebook, the large-scale deployment of this feature, called ATT (App Tracking Transparency), is fraught with consequences. Indeed, unlike Apple, which built its fortune by marketing smartphones, computers, tablets and other connected watches, the other two giants of Silicon Valley offer users free services, in return for their personal data, which they then use. to send targeted advertising.
Already since September, publishers of applications developed under iOS, had the opportunity to ask users if they could collect and use their data, in exchange for continuing to browse. This is now an obligation.
Facebook boss angry with Apple
This is the case of Facebook, which has decided to counterattack. In January, at a conference, its founder Mark Zuckerberg declared that “Apple behaves in an anti-competitive way”. “Many SMEs will no longer be able to target their customers with personalized ads. Apple can say they are doing this to help people, but it is clearly in their best interests. He also indicated that even in case of refusal of tracking, users of Facebook and Instagram will continue to receive personalized ads.
For his part, Apple boss Tim Cook defended himself by arguing that he “gave users the choice”. “If today you were to design an operating system from scratch, you would do it that way, that’s obvious,” he said in April in an interview with New York Times.