A new battle is raging between Facebook and Apple. The upcoming IOS update for Apple devices gives users the ability to protect their data. “Facebook lives on advertisers and advertisers use this data. So, of course, Facebook will suffer,” says Internet expert Krijn Schuurman in De Nieuws BV.
If we answer “ no ” in large numbers, it will have consequences for Facebook. “Because Facebook lives on advertisers and advertisers use these cookies,” says Schuurman. “Obviously, Facebook would suffer from it itself,” but that’s not the only thing.
Protect user vs. disastrous for businesses
Where Apple wants to stand up for users, Facebook says this iOS update puts small, local businesses that target their advertising to a specific target audience in a difficult position. “Because they no longer have access to this personal data,” explains Schuurman. “So they have to re-run the ad to everyone, which is more expensive or less efficient. So Facebook says it’s going to be more difficult for small businesses to run their business.”
Now the question of course is: how many iOS users will choose to no longer share their data? Schuurman: “I tested it with people, also with young people, and they say, on the one hand, that sounds good, intimacy. But, they also say, when I get the same thing at the TV, ie I see ads for diapers while I have no kids, so I’d rather see something that suits me. Of course, less and less. “
The fact that Apple is coming with this update is part of a trend according to the internet expert. “We’ve become more and more critical of huge data collections, so you can tell they’re responding well to that. Schuurman comments on Apple’s motivation and wonders, could there be some other interest in them?
In principle, there are two business models on the Internet. One is a lifetime of advertisements, which uses Facebook, among others. “If Apple wants to make this difficult, then there is actually only one other model possible, which is that you make purchases on your phone, that’s called the in-app arrival. And Apple still gets 30% of all those purchases. So it is. It would be more beneficial if we paid more for content, instead of paying through ads. “
In other words, the IOS update gives Apple users more control over what happens with their data. “Also, the less you reveal about yourself, the less relevant the ads will be,” says Schuurman. “Some people will find this a little more boring than others, but of course it’s great that we get more control.”
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