Facebook is continuing its offensive against Apple saying “We’re standing up to Apple for small businesses everywhere” in a series of full-page newspaper ads, arguing that Apple’s mobile software policy changes regarding data gathering and targeted advertising are going to hurt small businesses.
The ads ran today in the New York Times, Wall Street Journal, and the Washington Post claiming that upcoming changes to Apple’s iOS 14 operating system will limit the ability of companies such as Facebook to gather data about users to better target their advertising offerings.
The ongoing dust-up between the two tech giants saw Facebook telling its investors that Apple’s rolling out of new data policies early next year, will hurt businesses that advertise on the platform. Apple responded to the claims last month saying that Facebook has a “disregard for user privacy.”
“Apple is behaving anti-competitively by using their control of the App Store to benefit their bottom line at the expense of creators and small businesses.”
Apple’s coming App Tracking Transparency policy, which was announced at its Worldwide Developers Conference earlier this year, doesn’t stop advertisers from collecting targeting data, but makes them disclose it while also seeking a user opt-in.
Apple went on the offensive at the time sending out a letter to both human rights and privacy organizations.
“Facebook and others have a very different approach to targeting. Not only do they allow the grouping of users into smaller segments, they use detailed data about online browsing activity to target ads. Facebook executives have made clear their intent is to collect as much data as possible across both first and third party products to develop and monetize detailed profiles of their users, and this disregard for user privacy continues to expand to include more of their products.”
While the two battle it out for the waiting public, the issue has raised concerns about how the Apple policies will hurt the effectiveness of Facebook’s ad serving offering which allows detailed demographic targetting for brands to reach their audience.
Facebook, citing data from Deloitte, said that ads that don’t use personalized targeting generate 60% fewer sales than ads that target an audience.
Though Apple is asking for data gatherers to give full disclosure and get the opt-in, Facebook said the move is anti-competitive.
“Apple is behaving anti-competitively by using their control of the App Store to benefit their bottom line at the expense of creators and small businesses,” said Dan Levy, head of Facebook’s small business program.
Facebook itself is currently in the process of being sued by state and federal regulators for its own alleged anticompetitive behavior.
Apple’s privacy chief Jane Horvath, has sharply criticized Facebook for its data collection practices while saying that Apple is “fully committed” to privacy protection.
“Facebook executives have made clear their intent is to collect as much data as possible across both first and third party products to develop and monetize detailed profiles of their users, and this disregard for user privacy continues to expand to include more of their products,” said Horvath.