Apple lands stunning new swipe at Facebook as Google joins the battle

Apple lands stunning new swipe at Facebook as Google joins the battle

Facebook is angry with Apple, and it’s no surprise. iPhone maker to cost social network over $10 billion due to iOS 14 privacy features called App Tracking Transparency, Facebook said recently after announcing its financial results.

It’s because Apple iPhone ATT Privacy Features Reduce tracking by revoking access to the Identifier for Advertisers (IDFA) – a unique code that indicates when people see an ad on Facebook, search for it on Google, and buy something through its website, for example.

Apple is onto a winner with its ATT iPhone features, which it expanded further into iOS 15 with the App Privacy Report. People love to hate Facebook, so they’re not exactly crying into their morning cereal reading about the heavy losses at the Mark Zuckerberg-owned company.

But one of Facebook’s other complaints is Google, which has a research with Apple. While Facebook is increasingly losing out on the iPhone via ATT, Google isn’t as heavily impacted.

Google takes on Apple with Android privacy

Then there are Google’s Android phones. For quite some time now, people have expected privacy features similar to Apple’s ATT, with explicit permission to access Android device credentials. And yes, Google is making privacy changes, but that won’t happen for at least two years, the company said in a Blog. This, he hopes, won’t have the same impact on the advertising industry as Apple’s strict iPhone privacy changes.

Unlike Apple, Google has to please advertisers. And like Ars-Technica points out that the recently announced Android changes are in addition to existing ad systems; they are not a replacement, at least for now.

But Google knows people care about privacy. In its blog post, Google says it’s aiming for “new, more private advertising solutions” that “will limit the sharing of user data with third parties and work without cross-app identifiers, including advertising identifiers.”

“We are also exploring technologies that reduce the potential for secret data collection, including safer ways for apps to integrate with advertising SDKs,” the blog post says.

Google also took an obvious swipe at Apple saying, “We realize that other platforms have taken a different approach to ad privacy, outright limiting existing technologies used by developers and advertisers. We believe that – without first providing an alternative privacy-preserving path – such approaches can be inefficient and lead to worse outcomes for user privacy and development companies.

Google has linked a Blog by Lockdown Privacy, an anti-tracking app that has shown ATT not always effective in preventing tracking on iPhones.

Google can’t please everyone

Google aims to please everyone, advertisers and Android users, by introducing changes, but not immediately.

It sounds a lot like Google’s goals to move away from third-party cookies – it knows it needs them, but it also needs to fuel its business model. Look at FLoC: it didn’t work, so Google is continuing with its new cookie replacement topics.

Android’s privacy changes, which will see the operating system get its own version of Google’s privacy sandbox, build on the same idea: boost privacy and enable targeted advertising.

But Apple is not like Google or Facebook because its business model is not ad-supported. Apple can afford to make privacy changes, and iPhone users welcome them. It has become Apple’s unique selling point.

Google’s decision to try to please everyone comes as no surprise. As Forbes’ Davey Winder says in this week Straight Talking Cyber“Is it any surprise that Google is doing this because it’s their entire revenue model?”

“We’ve seen this with cookies in Chrome and browser ad tracking,” Forbes” adds Zak Doffman. “Google has its feet firmly in both camps. He’s a digital advertising guru who controls Android and Chrome. So whenever he makes a change, he is immediately attacked because he is in conflict. »

Google and Apple changes – A lose-lose for Facebook

Apple’s privacy changes are hammering Facebook, and Google’s could potentially be too. As Doffman points out, the real problem is Facebook’s business model, which simply doesn’t fit into today’s privacy-conscious world. “The problem isn’t Apple or Google, it’s Facebook’s business model. It tracks people and sells them targeted advertising. People are fed up and Facebook has nothing to rely on outside of its Metaverse, and is it going to work?”

Finding the right balance between tracking and user privacy is one of the toughest lines to cross in modern technology business models, says Jake Moore, Global Cybersecurity Advisor at ESET. “Micro-targeted advertising has had its day and developers had better look to the future rather than reminisce about ‘the good old days’. Google understands that people demand privacy and it can’t stand still and avoid that requirement. »

However, with two years until Android’s changes are introduced, it’s plausible they’ll never happen in their current form, Moore says. “Google’s business model is to draw more attention to ads as an advertising company. As long as that remains the case, there’s no indication that they’ll do anything to threaten that and their profits.

There’s no doubt about it – the battlefield is set and this year and beyond it’s all about privacy. People want more protection from being tracked by people like Facebook and Google. Of course, it’s not perfect, but currently the best way to do this is with an iPhone.