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August 30, 2020 06:34 pm

Are Apple's Privacy Changes Hypocritical, Unfair to Facebook and Advertising Companies?

iPhone users will have to opt-in to tracking starting with iOS 14. Advertisers are "crying foul," reports the Washington Post:[W]ith Apple under the antitrust spotlight, its privacy move has also been called a power move by an advertising industry that is scrambling to adjust to the changes, expected to be included in iOS 14, the company's latest mobile operating system expected to go live next month... "This is not a change we want to make, but unfortunately Apple's updates to iOS14 have forced this decision," Facebook said in a blog post. Some in the advertising industry see the moves as part privacy, part self-interest on the part of Apple. Apple also offers advertising, and by limiting the amount of data outside marketers collect, Apple's access to the data becomes more valuable. "I think there's probably 30 percent truth in that they're doing it for privacy reasons and it's 70 percent that they're doing it because it's what's good for Apple," said Nick Jordan, founder of Narrative I/O, which helps companies gather data for advertising. "It's a question for regulators and courts whether they should be able to wield the power they do over this ecosystem," he said. "They created it, but can they rule it with an iron fist...?" Apple says that when customers open apps, they'll be asked whether they'd like to give that specific app permission to track them with something called an "ID for Advertisers," or IDFA. Apple created the IDFA in 2012 to help app developers earn money on iOS. The unique number, assigned to iPhone customers, allows advertisers to track their movements around websites and apps by following that unique identifier... With the new pop-up messages, customers will be forced to make a choice. It is likely that most consumers will opt out of being tracked. Facebook said in a blog post that it would render its off-platform ad network so ineffective that it may not make sense to offer it to developers at all. Facebook said that in testing it had seen a more than 50% drop in revenue as a result of the loss of data from Apple... "There's been no discussion, no commercial transaction. They're saying this is what we decided is right in the name of privacy and this is what we're going to do," said Stuart Ingis, a partner at the law firm Venable who represents the Partnership for Responsible Addressable Media, an association of advertisers. "Personally, I don't see the problem here," argues Slashdot reader JustAnotherOldGuy. The Post notes that Apple runs its own advertising business based on data gathered from its users — but Apple's director of privacy engineering "doesn't consider this data gathering 'tracking'...because Apple collects the data from its own users on its own apps and other services. Facebook and other advertisers, Apple says, gather data on users even when they're not using Facebook."

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