iOS 14 was announced a few weeks ago, the new version of the operating system for iPhone and iPad comes with different new features, such as the option to add widgets or use applications without having to install them on our iPhone. iOS 14 also includes important enhancements for user privacy. One of them is the possibility that users can choose, in a more simple way, if an app can collect data to show advertising of our interest. However, Apple has this option enabled by default in iOS 14, which offers it a greater advantage over its competition.
This feature has already been criticized by different advertisers, makes it easier for the user to deny the “tracking” of companies that display advertising in the application. Although the application will continue to show ads, these will not be related to the content that we are looking for or that is of interest to us, which means a lower probability of clicking on the ad. In this case, the user wins, who prevents large companies that do much of their business with advertising (including Google and Facebook) from tracking all their data.
But the advertiser loses. According to Forbes, by denying an app to display related content, the company will no longer have access to IDFA, Apple’s advertiser identifier, on your device. Therefore, the advertiser will not be able to know the data or metrics related to the advertising campaigns that are displayed in the app. This jeopardizes the great advertising business, which moves more than 80 billion dollars.
However, in iOS 14, Apple has its advertising activated by default and does not ask the user beforehand if they want it to show related content (which involves Apple collecting information) or random advertising being displayed. Something that you do have to do the rest of and advertisers in their applications. This means that, in iOS 14, Apple has a greater advantage over other advertisers. Especially since a large part of the users will deny third-party advertisers to collect their data, while in iOS 14, unless you deactivate the function from the system settings, it will do so without permission.
In addition, the notice that Apple incorporates in iOS 14 for the user to allow whether he wants to be tracked or not, is very clear. According to different experts, 80 percent of users will not allow tracking.
Apple and the great advantage over other advertisers in iOS 14
Therefore, Apple is playing dirty against other advertisers knowing that most users will not allow an app to track their data to show related advertising, but Taking into account that only 30 percent of users could turn off Apple’s ad tracking from the system settings. That is, Apple has an advantage of
In this case, Facebook and Google are the hardest hit companies, since much of their business is based on advertising. Both firms (as well as the rest of third-party advertisers) Are required to meet Apple’s new Advertiser ID requirements before iOS 14 is officially released. But considering that Apple has the option enabled by default, it is unlikely that the company itself will abide by its own rules. This is also detrimental for the apple company, since it can be interpreted as a way to dethrone the main advertisers instead of offering greater privacy and security to the user, and, therefore, breaking the Antitrust Law
In any case, Apple is very transparent with the iOS 14 advertising trail. The new version of the operating system allows us to easily see the information of the advertising segmentation. That is, the data that Apple collects and in what categories. Personalized ads can be disabled from Settings> Privacy> Apple Advertising.
We will see if Apple decides to be fair to its competition and adds the possibility that the user can also choose if we want the company itself to collect our data.
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