Two greats are ready to face each other and the prize is our data

Facebook prepares to sue Apple For "anti-competitive practices" with the help of outside legal counsel, Facebook has been preparing for months an antitrust lawsuit against Apple thate supposedly the iPhone maker has abused its power in the smartphone market by forcing application developers to obey the rules of the App Store applied by Apple's own applications.

The tone is rising between Facebook and Apple and after years of tension, the war between the two giants could reach its peak in court.

Facebook and Google get a large part of their sales from advertisingd, a market worth billions of dollars a year. Therefore, it is essential for these large brands to ensure the good health of this activity. While Google owns Android and the privacy rules are not that hostile to advertising, Apple and iOS are not. The company aims to make its platform the most secure operating system on the market for its users, and this is a problem for some.

For your information, With iOS 13, advertisers can use a unique identification number called IDFA (Identifier for Advertisers) to better target ads and estimate their effectiveness. This is a unique identification number of the encrypted terminal, which is assigned by the operating system; IDFA on iOS and AAID on Android.

But iOS 14 predicts that every app that wants to make use of these credentials will ask users to opt in to tracking when the app is first launched.

Clearly, iOS 14 privacy settings will reduce advertising targeted at businesses. Facebook got it right, saying in August that this update would seriously affect parts of its business, including user tracking.

The company said these settings in Apple's iOS 14 could lead to a dramatic drop of more than 50% in ad activity on its Audience Network tool.

The latter allows advertisers to extend their Facebook and Instagram campaigns to the entire Internet through thousands of high-quality applications. Audience Network helps mobile software developers deliver advertising Targeted in the app to users based on Facebook data, plus it claims it would no longer be useful if these iOS 14 settings were implemented.

In response to civil, human and digital rights groups, Apple Supports Its Implementation Plan for New App Monitoring Transparency Feature (ATT) and Jane Horvath, Apple's senior director of global privacy, pledge the eight organizations, including Amnesty International, Human Rights Watch and the Electronic Frontier Foundation, to move forward with reform.

"Tracking can be invasive, even scary, and most of the time is done without the user's knowledge or consent," wrote Jane Horvath, Apple's senior director of global privacy. "What some companies call 'personalized experiences' are often veiled attempts to collect as much data as possible about people, create comprehensive profiles about them, and then monetize those profiles."

In the end, Apple had postponed the full implementation of the functionality of iOS 14 in early 2021. These measures appear to place the privacy and confidentiality of user data above the interests of advertisers and developers.

However, some have given a projection of what this may mean for the future. Based on these reviews, these updates reveal that advertising as a model for app monetization is being decimated.

In this case, as a user, they estimate that we must prepare to pay now for these applications that were once free and above all we must bear in mind that Apple charges a commission of 30% of all payments within the application.

Ultimately, Facebook could decide not to press charges, as its executives face internal resistance from some employees due to their public campaign against Apple.

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