In 2020, Apple introduced new user privacy measures on iPhones. These have been a real blow to the digital advertising industry since they have made it possible to restrict the advertising targeting of users. Two years later, it is around Google, which owns Android, to seek to implement the same measures.
However, unlike Apple, Google does not want to apply them right away. The company gives itself a two-year period to determine the appropriate provisions that will suit all parties.
Apple and Google, concerned about the protection of the privacy of their users
Google has therefore announced that it now intends to phase out advertising identifiers in the long term. These are widely used by digital marketers to adapt their advertising offer to the individual behavior of users. A technology seen by many people as an invasion of their privacy.
While advertising identifiers are still valid on mobiles running under Android, this is no longer the case with iPhones. Apple has allowed its customers to completely opt out of tracking their iPhones for two years now. A decision that has reduced the turnover of Meta, the parent company of Facebook. The company has, according to Zuckerberg, recorded a loss of 10 billion dollars because of Apple.
The losses will be even greater if Google in turn decides to apply the same measures. In addition to being the owners of the two main operating systems for smartphones, Apple and Google are big sellers of wearables.
Google procrastinates so as not to get burned
Apple does not need advertising revenue to survive, it derives its profits mainly from the sale of its devices. The latest figures from the Cupertino company for the past year are there to testify. Google on the other hand cannot hold the same speech. The company, headquartered in Mountain View, generates a portion of its revenue through online advertising.
Tackling this without taking a step back would be like sawing off a branch she’s been sitting on for quite a while. This is the reason why Google does not intend to put an end immediately to these advertising practices which are more decried.
It also wishes to take the time necessary to find a consensus with the other players in the sector. The idea is to manage to give the necessary time to allow everyone to change their policy so as not to take the full brunt of the new directives. A way of doing things that therefore differs from the somewhat cavalier attitude of Apple.
Moreover, it should be noted that this is not the first time that Google has looked into the question of advertising targeting. In 2019, the firm implemented an initiative called Privacy Sandbox. The latter was intended to help companies collect user data based on interest groups instead of relying on personalized tracking.
It therefore appears that Google leans more towards this option, which it deems capable of improving the security of user data without reducing the effectiveness of personalized campaigns to nothing. Finally, it should be noted that the overwhelming majority of applications available on Google live from online advertising.
Source: Financial Times