Google, Apple, & Facebook Square Off In Huge Feud Over Advertising
Google, Apple, & Facebook Square Off In Huge Feud Over Advertising
BY TYLER DURDEN TUESDAY, MAR 16, 2021 - 11:06 AM Authored by Mike Shedlock via MishTalk,
When Google tracked customers, people complained. Google
will now stop tracking, but that has others complaining. Separately,
Apple and Facebook square off.
User Tracking on the Web Goes Away
On March 3, David Temkin, Google's Director of Ads Privacy and
Trust, wrote a blog on Charting a Course
Towards a More Privacy-First Web.
As our industry has strived to deliver relevant ads to consumers
across the web, it has created a proliferation of individual user data across
thousands of companies, typically gathered through third-party cookies. This
has led to an erosion of trust: In fact, 72% of people feel that almost all of
what they do online is being tracked by advertisers, technology firms or other
companies, and 81% say that the potential risks they face because of data collection
outweigh the benefits, according to a study by Pew Research Center.
Today,
we’re making explicit that once third-party cookies are phased out, we will not
build alternate identifiers to track individuals as they browse across the web,
nor will we use them in our products.
Keeping the internet open and accessible for everyone requires
all of us to do more to protect privacy — and that means an end to not only
third-party cookies, but also any technology used for tracking individual
people as they browse the web.
Pew
Research
Please consider Why Google Will Stop
Selling Ads Based on User-Tracking Browser Data
Google already announced that its Chrome browser would phase out
support for third-party cookies by 2022.
The company acknowledges that user-specific tracking advertising
systems will not pass regulatory muster — in the U.S., U.K., Europe and
elsewhere — and that such approaches will not “not meet rising consumer
expectations for privacy,” according to Temkin.
He cited a 2019 Pew Research Center
survey finding that 72% of Americans feel that almost all of
what they do online is being tracked by advertisers or other companies, while
81% said that the potential risks they face because of data collection outweigh
the benefits.
Is
Everyone Happy?
Well, no.
Many criticize Google because the change only applies to the
web, not its phones.
Others complain about the removal of third party cookie support
that tracks everyone.
Worrisome
Shift Towards Privacy
The shift
by Google is “worrisome” for smaller advertisers, according to Diana Lee, CEO
and co-founder of digital agency and ad-tech company Constellation Agency.
That’s because it “ultimately is pushing more power and privileged information
into the hands of Big Tech,” she said. According to Lee, small
businesses and “marginalized voices” will have a harder time reaching their
audiences because they don’t have access to third-party data or an alternative
workaround.
Apple
Requires iOS 14 Users to Opt-In
Apple sees the writing on the wall too. And Apple is going
one step further, forcing people to opt into tracking for ad purposes.
In a statement, Apple said: “We believe that this is a simple matter
of standing up for our users. Users should know when their data is being
collected and shared across other apps and websites — and they should have the
choice to allow that or not."
Is
Everyone Happy With That?
Well, no.
Please note Facebook Launches
Campaign Blasting Apple’s New Privacy Features as Hurting Small Businesses
Another front in the war between Facebook and Apple has erupted.
The two tech giants fighting over Apple’s move to implement a
new opt-in requirement for users with iOS 14 devices to grant permission to be
tracked for advertising purposes.
Facebook
is framing the dispute as one that will harm millions of small businesses that
use its social networks to reach potential customers, and alleges that Apple is
making it harder for advertisers to track consumers in order to boost its own
profits.
On Wednesday, Facebook launched a multipronged attack on Apple,
including launching a new page on its site featuring testimonials from SMB
customers who claim their businesses will be hurt by the iOS 14 privacy feature
changes.
In addition, Facebook ran full-page ads today in New York Times,
Washington Post and Wall Street Journal for the campaign, with the headline, “We’re
standing up to Apple for small businesses everywhere.”
Facebook
Standing Up
Facebook is standing up for the alleged right of businesses to
track you.
Of course neither Apple nor Google nor Facebook are doing any of
this out of the goodness of their hearts.
Facebook's VP of ads, Dan Levy had these comments.
Levy
asserted that Apple wants to drive app developers to use Apple’s own
personalized ad platform — which is exempt from the new opt-in prompt about
tracking it’s requiring third parties to adopt.
Less
convincingly, Levy also suggested that small businesses would be forced to
increasingly rely on non-advertising sources of revenue, like charging for
subscriptions. That, he continued, would pour more money into Apple’s coffers
because all payments through iOS apps are subject to the App Store “tax.”
Apple
Privacy Change May Cost Facebook, Google $25 Billion Over Next 12 Months
Forbes notes Apple Privacy Change
May Cost Facebook, Google $25 Billion Over Next 12 Months
Google could lose $17 billion in revenue over the next 12
months. Facebook has perhaps $8 billion at risk. The cause, according to mobile
marketing professionals? Apple’s new privacy changes.
It's impossible to have this two ways: demanding to be both
tracked and untracked simultaneously.
Opt-in seems reasonable but not if your own platform is
exempt.
I smell lawsuits.
Finally, please note the "Big Tech" companies are not
colluding against you. Competition is stiff between them.
https://www.zerohedge.com/technology/google-apple-facebook-square-huge-feud-over-advertising
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