News Highlights: Apple’s bold new iOS 14 move can really hurt Facebook
Apple’s iOS 14 privacy features are great for users, but they can really hurt Facebook and its main advertising customers, gambling companies.
Apple’s iOS 14 privacy features are great for users, but they can really hurt Facebook and his key … [+] advertising customers, gambling companies.
Apple’s soon to be released iOS 14 includes important new features that help users improve their privacy and security. But Apple’s decision to double up on apps that track you through services in iOS 14 is a major concern for some people, especially Facebook.
That’s according to a new article in The information, which describes how Facebook has met with its main advertising clients, gambling companies, to try to address their concerns. In addition to reassuring this important group of customers, The Information explains how Facebook employees “have been trying to get more information about the upcoming Apple shift,” referring to a gaming manager the company has met.
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It started in iOS 13, but iOS 14 ups the ante even further
That was already clear Facebook was really concerned about iOS 14. Apple’s previous major operating system update, iOS 13, had been successful Facebook and Google hard. But one aspect in iOS 14 in particular is bothersome Facebook and its advertising customers – the new iOS 14 feature that allows users to disable tracking between apps.
Starting with iOS 14, Apple requires people to actively sign up for ad tracking. Before being tracked, you will receive a notification that says “x wants permission to track you through apps and websites owned by other companies. Your data will be used to show you personalized advertisements. ”
Apple lets you choose between ‘Allow tracking’ or ‘Don’t ask app to track’.
The impact for users is great: more transparency and more privacy. But for Facebook and others it can be disastrous. Facebook chief financial officer David Wehner said CNBC that upcoming changes to Apple’s iOS 14 operating system could hurt the social network’s ability to target ads to users.
In the case of the Facebook gaming customers, it appears it will impact app install ad spend in iOS 14, which prompts people directly to download an app or game and requires more granular targeting data.
But it is even possible that Apple could lose. The information also cites data from Sensor Tower, which states that 68% of all App Store revenue last year came from games.
Of course, Apple knows what it’s doing, as it’s already doubled down on following iOS 13, and it will continue to stand out as the brand that really cares about your privacy. ‘What happens to you iPhone, stays on you iPhoneThe phrase coined by Apple’s marketing last year is still very relevant to its strategy.
Apple will harm advertisers but increase user privacy
Apple can afford to hurt advertisers because the model isn’t funded by ads like Facebook and those of Google. “Businesses can make a huge amount of money from targeted ads with the data they collect, but with a growing number of concerned people, Apple is clearly beginning to see the value of protecting its users,” said Jake Moore, cybersecurity specialist at ESET.
He warns that this could become even more widespread: “Usually, as soon as Apple decides to demonstrate a particular new feature, other companies tend to follow suit and repeat their moves, so we can see other companies magnanimously their data tracking. or at least an opt-in feature. “
Apple’s privacy strategy is only getting more aggressive, so Facebook and others are right when they are concerned. But iOS 14 is great for users, who will have the transparency to be able to actively decide which services to trust and which to avoid.
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