Apple wins privacy lawsuit against Facebook
Facebook has been extremely vocal about its disapproval of Apple’s new App Tracking Transparency feature. The feature was announced last summer however the release was delayed to give advertisers and developers time to adapt to the new policy. Regardless, Apple is all set to roll out the feature with the next iOS update.
What is App Tracking Transparency (ATT)?
This feature will require developers to ask for permission to track iOS users for ad targeting. Apps will now include a privacy nutrition label to show users what data is collected and how it’s used. No company has the authority to share its user’s data without their consent. This will end the bubble of personalized ads and give users control over their data.
Facebook’s Response
While Apple gave the world time to process this new development, Facebook decided to engage in a very public feud to prevent this feature from seeing the light of day. The company released an array of advertisements in three of the most widely-circulated newspapers in the US, accusing Apple of attacking small businesses and the open internet.
Whereas Mark Zuckerberg seems livid, he went as far as attacking Apple’s motivations during the company’s quarterly earnings report last month. The situation escalated to an antitrust lawsuit and multiple ads to bash the iPhone manufacturers.
Now the company is trying to hide from the public why it is actually against the tracking feature and hiding behind the “interests” of small businesses. In all of its ads, it never uses the terms data sharing but repeatedly claims that this feature will greatly harm small businesses. Facebook insists that the personalized ads improve user’s experience of Facebook as well as Instagram which is owned by the company.
The following blog post by Facebook further reveals the tech giant’s tactics, “Everyone’s News Feed is unique, which means you’re more likely to see the content you want to watch, groups you want to join, creators you want to follow, and products and services you want to buy. This discovery is all powered by personalization, and it’s the not-so-secret sauce that helps people discover products and services that match their needs. It’s also the engine small businesses use to reach their most likely customers, at an affordable price. We believe that’s good for small businesses and for the people that love their products. And we want more people to know why.”
That is quite a statement to make but frankly, it has most people puzzled. Since when did Facebook start looking out for small businesses? The company has previously been caught in a major data-sharing scandal with Cambridge Analytica. Hence it’s difficult to believe that there is no hidden motive.
Why is Facebook against this?
The real question is that why the company is so vehemently against the feature since it does not end personalized ads, it just requires companies to ask permission first. The answer is simple; Facebook is certain that when given a choice users will not permit to be tracked. If the company thinks that this will harm business then that is not Apple’s fault. The company just needs to change their business model and the information which can be accessed can still be used to aid small businesses.
Verdict
The only person that Facebook is looking out for is themselves. Their business model depends on the data shared hence it would be facing giant losses when the feature is live. It seems this battle has been lost by the company but it has no intention of backing down while Tim Cook has made it clear that this feature will go live regardless of how big a tantrum Facebook throws.
