Vratislav Holub When introducing the iOS 14 operating system, Apple showed us a new feature called App Tracking Transparency. Specifically, this means that apps will have to ask each user if they can track them across other apps and websites. The so-called is used for this IDFA or Identifier for Advertisers. The new feature is literally around the corner and will arrive in Apple phones and tablets together with iOS 14.5.
At first Facebook complained
Of course, companies for which the collection of personal data is the main source of profit are not very happy about this news. Of course, in this regard, we are talking about, for example, Facebook and other advertising agencies, for which the delivery of so-called personalized advertisements is key. It is Facebook that has strongly opposed this function on more than one occasion. For example, he even had an ad printed directly in the newspaper and criticized Apple for taking this step away from small businesses that rely on personalized advertising. In any case, the question remains how important such advertising is for small businesses.
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An unexpected 180° turn
According to Facebook's actions so far, it is clear that they definitely do not agree with these changes and will do everything in their power to possibly prevent it. At least that's how it looked until now. CEO Mark Zuckerberg also commented on the whole situation during a meeting on the Clubhouse social network yesterday afternoon. He now claims that Facebook could even benefit from the mentioned news and thus earn even higher profits. He went on to add that the change could put the social network in a significantly stronger position where businesses would have to pay for more advertising because they would no longer be able to rely on targeting the right prospects.
This is how Apple promoted iPhone privacy at CES 2019 in Las Vegas:
Gallery
At the same time, it is also possible that such a change of opinion was simply inevitable. Apple has no plans to delay the introduction of this new feature, and Facebook has received an avalanche of criticism for its actions in recent months, which Zuckerberg is now probably trying to stop. The blue giant will now lose a lot of extremely valuable data, because Apple users themselves are extremely excited for the arrival of iOS 14.5, or at least the vast majority. So far, advertising companies, including Facebook, know, for example, that you have seen any ad that you did not click on immediately, but that you purchased the product sometime later. How do you view the whole situation?
If Facebook will benefit from something or not, that's up to me. I just want to have the option to either not see any ads or some random ones. When I want to choose a chair, it's because I want to and not because someone keeps pushing it for me because I accidentally clicked on one somewhere.
"I just want to have the option of not getting any ads or random ones."
This is probably the same opinion as having the option in the store either not to pay at all or to determine the price yourself.
Although I agree with the option of blocking tracking, the other party should be able to offer "the advertisement will be anonymous but it will be 3x as much".
Over the years, we have had such trouble and two extremes - on the one hand, companies that monitor absolutely everything (and then make money from it) and on the other hand, users who want the service but refuse to pay for it in any way and still determine the conditions for themselves in a "have it or I'll steal it" style. It would require some healthy compromise.
For example, I don't use Facebook, so I see no reason why it should offer me ads and follow me across the Internet and have a shadow profile about me.
I just don't see why I'm getting ads for cameras a month after buying the camera. One is enough for me, I don't need more.