Row with Facebook worsens as Apple chief slams social media

Ruben Fields
February 1, 2021

Apple has required developers to provide this privacy information when submitting new apps and app updates to the App Store since early December, but the labels function on an honor system, with fine print indicating that "this information has not been verified by Apple".

The fight is happening as Facebook and other tech giants are under antitrust scrutiny over their dominance.

Since then, the regulatory situation for Apple in Europe has only darkened.

Google, who could also lose revenue via the new iOS 14 policy change in the App Store, issued an update to developers and the community on January 27, noting the company "will no longer use information (such as IDFA) that falls under ATT for the handful of our iOS apps that now use it for advertising purposes".

The data is often coupled with a unique Apple identifier for the app user-a string of numbers and letters that helps Facebook identify individuals, allowing it to add that data to their profiles, or "identity graph".

Apple CEO Tim Cook, in an interview with Fast Company, known as Data Privacy one of the top two issues of the century together with local weather change. This has included the use of encryption, minimizing the amount of user data that needs to be used and anonymizing where possible, and the so-called App Store "nutrition labels". I try to encourage people to think a level deeper than that and think about the companies themselves and their business models and how they conduct themselves, and so on and so forth-what their values are.

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Ad buyers say Facebook's insight into app usage is part of its value proposition. Its biggest argument is that free blogs would have to start charging subscription fees without personalized or targeted ads, and free apps and games would charge more in-app purchases.

The percentage drops to 48% that would opt in if it meant "not losing access to content or features" they now enjoy using. Apple is a brand of products and advertises privacy rights over profit. Despite the significant result, the company warned that 2021 will be a year of uncertainty, mainly due to the privacy changes of Apple's iOS14.

"It's going to have a huge impact on the total amount of revenue, or conversions, that Facebook can attribute to itself, which is basically the signal that all advertisers use for making investment decisions", he said.

"The fact is that an interconnected ecosystem of companies and data brokers, of purveyors of fake news and peddlers of division, of trackers and hucksters just looking to make a quick buck, is more present in our lives than it has ever been", he said.

Google, which also relies on personal data to power the internet's biggest ad network, hasn't joined Facebook in its criticism of Apple's forthcoming controls on tracking. It does not measure how business revenue from the ads.

The silver lining for Facebook, Mr. Poulton said, is that its competitors will also be hurt by the Apple change, particularly those in the business of serving automated, or "programmatic", ads in real-time across the web.

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