A row is brewing between Facebook Inc. (NASDAQ:FB) and Apple Inc. (NASDAQ:AAPL) over the latest iOS 14 software update that will change how personalized ads work in apple devices.
Facebook and Apple in a brawl over data privacy
Facebook placed a newspaper ad accusing the iPhone maker of trying to change how the internet works for its benefit with the latest update. The social media giant ran a second full-page newspaper ad on Thursdays criticizing the move by Apple to tell users of its devices when apps are tracking their locations online. For now, the companies have to settle the brawl that seems likely to escalate to federal court.
Stakes are high in this unusual fight between the tech giants with vast influence. The bone of contention change on how personalized ads will work in the coming days after Apple rolls out iOS 14. In the latest software update, the iPhone maker wants to introduce a feature on iPhones and iPad that will inform users when apps are tracking their activity across other apps and websites. Users will have alternatives such as “Allow” or “Ask App not to Track.”
Apple giving users a choice to accept tracking for targeted ads
In a statement, Apple said that users have a right to know when there is a collection of their personal data and sharing it across other company’s apps and websites. As a result, the company is introducing an option to give them a choice to allow it or not. Apple added that the App tracking Transparency feature in iOS 14 will not require the social media giant to change how it tracks users and create personalized ad but it only gives users a choice to allow it or not.
However, Facebook says that giving users that choice means most will disallow tracking thus threatening data streams that make advertising a lucrative business. Facebook employs data history to create targeted ads and prove to marketers that their ads are working. The social media giant argues that Apple’s move is all about bolstering its bottom line rather than privacy.