Facebook is lashing out at Apple with newspaper ads regarding Apple's upcoming iOS 14 privacy changes.
The social media giant is claiming Apple's software changes concerning data gathering and targeted advertising are bad for small business.
These full-page ads have made their way into some major headlining newspapers.
A Titan's Attack on Another Titan
The Facebook ads headline reads, "We're standing up to Apple for small businesses everywhere". These ads are being featured in newspapers like the Wallstreet Journal, New York Times, and Washington Post.
Facebook's attack comes following Apple's changes to privacy which state that ad giants like Facebook will need to seek user permission before tracking their online activity. This is Apple's attempt at curbing the ability of companies like Facebook from gathering user data and bombarding them with targeted advertisements.
In iOS 14, Apple has included the "Identifier for Advertisers" feature as an opt-in feature that is used by Facebook and companies alike seeking to run targeted ads for users.
iOS 14 has a "Tracking" section in the Privacy portion of the Settings app. Here is where users can disable the option for apps to track them all together.
Even if this feature is switched off, apps must still seek permission to track users across apps and websites owned by other companies, which is curbing attempts of silent tracking that have been swept under the rug.
Apple Fights Back
Facebook has told investors that Apple's privacy changes will lead to significant difficulties as most of its advertisers are small businesses. In response, Apple has accused Facebook of disregarding user privacy.
While limiting how personalized ads can impact larger companies like us; these changes will be devastating to small businesses.
Facebook claims that ads displayed without personalized targeting generate 60% fewer sales than those that are classified as targeted ads.
Apple head of privacy, Jane Horvath has responded to the criticisms by accusing Facebook of having clear intent "to collect as much data as possible across both first and third party products to develop and monetize detailed profiles of their users, and this disregard for user privacy continues to expand to include more of their products."
Newspaper Ads: The Latest Weapon in Battle
The newspaper ads have fuelled the public battle between Facebook and Apple.
On Wednesday, Facebook announced its plans to provide supporting documents for Epic Games in its ongoing lawsuit against Apple.
Epic Games, the maker of the popular Fortnite video game, sued Apple after Apple removed Fortnite from the App Store for violating in-app-purchase rules.
Earlier this week, Apple launched a nutrition-label style feature in its App Store. This label outlines what data third-party apps collect which directly impacts how users view their relationship with Facebook.
While not applicable to Facebook apps, Apple will reduce its App Store revenue cut from 30% to 15% starting next year for developers that generate up to $1 million per year. The tech giant said it’s implementing the change to support small businesses.
Apple's privacy changes are scheduled to go live early next year.
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