Apple Issues Stunning New Blow To Facebook As Google Joins The Battle

Facebook is angry at Apple, and it’s not surprising. The iPhone maker is going to cost the social network upwards of $10 billion due to the iOS 14 privacy features called App Tracking Transparency, Facebook said recently after announcing its financial results.

That’s because Apple’s ATT iPhone privacy features cut back on tracking by revoking access to the identifier for advertisers (IDFA)—a unique code that shows when people are seeing an ad on Facebook, Googling it and buying something via its website, for example.

Apple is onto a winner with its ATT iPhone features, which it has built on further in iOS 15 with the App Privacy Report. People love to hate Facebook, so they’re not exactly crying into their cereal in the mornings as they read about the Mark Zuckerberg-owned firm’s hefty losses.

But one of Facebook’s other complaints is Google, which has a search deal with Apple. While Facebook is increasingly losing on the iPhone through ATT, Google isn’t as heavily impacted.

Google takes a swipe at Apple with Android privacy push 

Then there are Google’s Android phones. For a while now, people had been expecting similar privacy features to Apple’s ATT, with explicit permission being sought for access to Android device IDs. And yes, Google is bringing some privacy changes in, but it won’t happen for at least two years, the firm said in a blog. This, it hopes, will not have the same impact on the ad industry as Apple’s stringent iPhone privacy changes.

Unlike Apple, Google needs to please advertisers. And as Ars Technica points out, the newly-announced Android changes are in addition to existing ad systems; they’re not a replacement—at least yet. 

But Google knows people care about privacy. In its blog, Google says it is aiming for “new, more private advertising solutions” that will “limit sharing of user data with third parties and operate without cross-app identifiers, including advertising ID.”

“We’re also exploring technologies that reduce the potential for covert data collection, including safer ways for apps to integrate with advertising SDKs,” the blog reads.

Google also took at obvious swipe…