Who’s Information is it Anyway? Apple and Facebook Square Off
With apologies to MGM Studios, Bloomberg reported earlier this week on what some might term the latest sequel to their motion picture, “Clash of the Titans.”
In the Bloomberg article “Facebook Attacks Apple Software Changes in Newspaper Ads,” reporters Kurt Wagner and Mark Gurman write about Facebook going on the offensive against Apple for something the social media giant could and should have handled themselves by providing Facebook subscribers with an opt-in to data sharing. Facebook’s complaint? In developing their latest operating system, Apple provides customers with the means of limiting the amount of personal information services such as Facebook can access on users of Apple devices operating under the new iOs 14 software.
Facebook calls foul, arguing the move deprives more than 10 million small business advertisers from using personal data on Apple devices to personalize, or target, their advertising. According to the Facebook newspaper ads, their advertisers will see a 60 percent reduction in reach compared with ads fueled by data previously available without any limitation from Apple users.
Apple has fired back, indicating they are “standing up” for privacy and the arguable ownership rights that users of computing and communications devices have for their personal data. A statement from Apple included in the Bloomberg article aligns with the company’s well-known position on privacy and personal data ownership. “Users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not.” It goes on to say, “App Tracking Transparency in iOS 14 does not require Facebook to change its approach to tracking users and creating targeted advertising, it simply requires they give users a choice.”
On the privacy issue, alone, I’ll generally stand up for Apple. However, in the 2020 Netflix docudrama “The Social Dilemma,” a quote from marketing pundit Seth Godin likely sent a chill through many of the film’s viewers. “If you’re not the customer, you’re the product.”
One of the most important questions of the digital era of engagement might just be, “May I please engage with you?” Treating prospective customers like adolescents randomly and repeatedly ringing doorbells at all hours of the night probably doesn’t end up being the best communications strategy.