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Technical tent. The bomb behind Apple’s ad

Street view above people with digital icons

Street view above people with digital icons

It started a literal bitter war between the two most technologically powerful giants, promising radical changes in the online advertising industry.

Now comes Apple’s new mobile operating system, giving users more power to be followed by advertisers. This week’s Tech Tent is investigating whether iOS 14.5 was really an earthquake that the advertising industry feared.

Apple described it as a big blow to privacy, with Facebook warning that it could destroy small businesses that depend on targeted advertising. So how did users react when the mobile operating system was released on Monday with its App Tracking transparency?

The podcast is now available

The podcast is now available

Listen to the latest BBC Tech Tent podcast

Because developers large and small now have to ask users for permission to take them back wherever they are online, the expectation was that few would agree. Laura Petrone from GlobalData տվյալների data analysis company told Tech Tent what to expect.

“It’s one thing to have a backup on your phone by default, it’s another thing to actually ask if you would like to back up.” And in that case, in all likelihood, you refuse to give up. ”

Now, many software developers are running slowly in the query window, so they have to turn off backup in the short term. But Blis adtech says it has evidence in the first 24 hours of iOS 14.5 that shows that when users were asked, 30% agreed to allow it, but 70% said no. :

Among the countries that 50% of US users agreed with, there were wide variations, while in the United Kingdom only 20%.

But the marketing industry, which is full of vain optimists, already seems ready to go after the high-target advertising.

“I think we need to be smart about how we communicate the value and supply of our products,” said Lin Kapozzi, CEO of Acquia Digital Platform Marketing.

He says brands should have a more transparent relationship with consumers rather than searching for huge amounts of data from unexpected web surfers.

“The more you can talk directly to the consumer about their wants and needs, the better, because the more they are going to pass on their information to you.”

As for the pair of shoes that come with you on the Internet, because once you looked at them in the online store, no one is going to miss them. “Goods you do not want will not come back to you.” And we. ” “Everyone is looking forward to that disappearance,” he said.

The reason for such a fuss over this change in the iPhone’s operating system was that Facebook seemed to be threatening its business model, which depended on the huge amount of data collection through which the ads were targeted.

According to him, Apple could afford to become a champion of privacy, as its profits came from expensive devices, a healthy reduction in revenue for application developers, who could now have to charge a subscription if it was harder to sell ads.

But this week showed how profitable the two business models are. Facebook և Apple each reveal astonishing financial results. In a follow-up call to analysts following its findings, Facebook described the impact of App Tracking Transparen on its business as “manageable.” The not-so-apocalyptic picture he painted a few months ago.

The online advertising industry may have to give up knowing so much about us, but don’t expect Facebook to go out of business.

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