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December 16, 2020 03:25 pm

Facebook Attacks Apple's iOS Changes in Full-Page Newspaper Ads

Facebook attacked Apple in a series of full-page newspaper ads Wednesday, claiming the iPhone maker's anticipated mobile software changes around data gathering and targeted advertising are bad for small businesses. From a report: The ads, slated to run in the New York Times, Wall Street Journal and Washington Post, carry the headline "We're standing up to Apple for small businesses everywhere." They home in on upcoming changes to Apple's iOS 14 operating system that will curb the ability of companies like Facebook to gather data about mobile users and ply them with advertising. Facebook previously told investors that Apple's changes, scheduled to go live early next year, will lead to significant headwinds because most of its advertisers are small businesses. Apple has pushed back, accusing Facebook in November of showing a "disregard for user privacy." "While limiting how personalized ads can be used does impact larger companies like us, these changes will be devastating to small businesses," Facebook claims. The social giant, citing its own data, says ads that disregard personalized targeting generate 60% fewer sales than ads that do target consumers. The newspaper ads are the latest in what has become a vicious and public battle between two of the world's most valuable companies.

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