Privacy Wars: Facebook v Apple

Privacy wars? Wait, what? Don’t worry, we’re here to help. Here’s a run-down on everything you need to know about Apple’s latest iOS update.

A privacy change coming to the software that powers the iPhone has prompted a privacy war between Apple and Facebook. Further, Apple is looking to roll-out an update to its operating system that prompts users within apps by asking for permission to track their activity across other web activity.

Doesn’t this happen anyway?

Not quite. At the moment, lots of apps already track our web activity through their original settings. Meaning, we accept these settings as soon as we install them. Apple believes that users should feel safe to roam on the internet, without additional apps tracking their every move. This transparent approach maintains a level of trust within their audience.

Alongside this, instead of scrolling through endless amounts of T&Cs, the user will essentially be able to tap ‘not track’ with one small flick of the thumb.

What’s happened since then?

It’s a battle of the tech-giants, that’s for sure. For Facebook, this threatens the source of their $86 billion in annual revenue from targeted ads. The social network ran full-page ads in national newspapers about it. Further, Facebook is also testing pop-ups inside the Facebook app to encourage users to accept tracking.

“Apple may say that they’re doing this to help people, but the moves clearly track their competitive interests,”

Facebook CEO, Mark Zuckerberg

What do we think?

This is ultimately a fight over how both tech-giants make their coin. Understandably, Facebook has concerns that brands are going to bring-in their money elsewhere. Why? Well, as we know, less tracking will lead to shrinking our audience targeting methods, but that’s where utilising a more plugged-in approach to your campaign comes in.

  • Implementing influencers into your paid campaigns allows for a further increase in Impressions and overall brand awareness.
  • Short-form content platform TikTok also provides paid engagements through their advertising.
  • Also, users with Android devices will not be effected by any of these changes above.

If you’re looking for a plugged-in campaign approach to your social activity, visit our Influencer Marketing page for more information on how we’ll take your campaign to the next level.

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