Various data is used by companies like Facebook to personalize ads to an individual person based on demographics, geographic location, interests, and activity
The platform is launching an advertising campaign in anticipation of Apple’s new privacy protections.
In the coming weeks, an iOS update will force Facebook to ask users for their consent in order to track them all over the web for iPhone advertising. In an attempt to save its turnover, the social network continues its offensive against Apple with an advertising campaign in favor of targeted and personalized ads, the revenue engine of free internet platforms, which the iPhone manufacturer considers too little transparent and too greedy in confidential data.
Large-scale ultra-fine advertising targeting, the heart of Facebook and Google’s business model, in particular, is threatened by the next update to Apple’s iOS mobile operating system, scheduled for spring, which will force publishers to applications to be transparent about the collection and use of users’ personal information.
They will also have to ask users for their permission to track them. Platforms and applications fear that consumers, faced with a choice, will mostly decide to say no to tracking.
A few benefits, a lot of risks
Facebook bases its argument largely on the defense of SMEs, which are already suffering from the economic crisis linked to the pandemic.
“Limiting the use of personalized advertising would remove a vital growth engine for businesses,” the group repeated Thursday, also ensuring that users prefer to see ads that relate to them rather than generic.
While Facebook tracking can display ads more suited to consumers’ tastes, it is not without risks for consumers. For example, that of political manipulation thanks to the personal data collected, as the Cambridge Analytica case revealed, but also that of hacking and data hijacking, of which Facebook has repeatedly been a victim.
Earlier this month, Facebook announced that it will be releasing its own information to its users alongside that of the iPhone maker on the new consent window that will appear after the update.
Apple “uses its position as the dominant platform on mobile to favor its applications to the detriment of the growth of millions of companies around the world,” Mark Zuckerberg, the boss of the social network, had carried away during the presentation to analysts of the quarterly results at the end of January.
“If a society is founded on the ability to deceive users, on the exploitation of data, on choices that are not, it does not deserve our praise. It deserves our contempt”, retorted shortly after Tim Cook , the boss of Apple, at a conference in Brussels on data privacy.