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What are the advantages of personalized advertising for users?
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Photo: DENIS CHARLET / AFP
In an attempt to anticipate Apple's upcoming data protection changes, Facebook is reaching out to users directly.
The company wants to appeal to Apple users to allow their data to be collected across various apps and web services.
For this they will see a full screen information notice, as the online network announced on Monday.
The full-screen prompt will ask Facebook and Instagram users to allow their app and website activities to be used for personalized advertising and to "support companies that rely on ads to reach customers."
The background to the advance is Apple's plan to give users of its iPhones and iPads new ways to control their privacy.
Above all, this means that app developers have to ask users for permission to collect data across different services.
Facebook fears that many users will refuse to give their consent.
However, Facebook's business model thrives on the promise to advertisers to precisely meet the desired target group.
However, this requires the greatest possible knowledge about the people - and if many Facebook users refuse their consent, the personalization of the ads could become less precise.
Facebook criticizes that Apple's move will harm small and medium-sized companies that are particularly dependent on advertising on the online network, especially in the corona pandemic.
Facebook boss Mark Zuckerberg also accused Apple of acting in its own interest.
Apple, on the other hand, speaks of the goal of giving its customers back decision-making authority over how their data is handled.
At the same time, Apple CEO Tim Cook spoke last week - without naming Facebook - of a "branched ecosystem" made up of companies and data dealers, as well as those who circulate false news and sow dissension.
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