Advertising targeting: In 2020, Apple introduced new user privacy options for iPhones. This has made a real contribution to the digital marketing industry as it has made it possible to limit the advertising of users. Two years later, it's close to Google, which owns Android, to try to apply the same steps.
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However, unlike Apple, Google does not want to use them immediately. The company gives itself a two-year period to determine the appropriate provisions that will suit all parties.
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Apple and Google, are concerned about the privacy of their users
Google has therefore announced that it now intends to eliminate long-term advertising identifiers. These are widely used by digital advertisers to tailor their advertising offerings to the individual behavior of users. A technology that many people see as an attack on their privacy.
If advertising identifiers are still running on phones running under the Android environment, this is no longer the case for iPhones. Apple has allowed its customers to opt out of tracking their iPhones for two years now. The decision that led to a drop in profits for Meta, a parent company of Facebook. The company, according to Zuckerberg, recorded a loss of $ 10 billion due to Apple.
The loss will be even greater if Google decides to take similar steps. In addition to being the owners of two major operating systems for smartphones, Apple and Google are major retailers of clothing items.
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Apple does not need advertising money to survive, especially earning its profits through the sale of its equipment. The latest figures from the Cupertino company last year are there to prove this. 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.
Dealing with this without retreating would be like cutting off a branch that has been sitting for some time. This is the reason why Google does not intend to quickly end these highly-anticipated advertising practices.
It also wishes to take the time necessary to find agreement with other players in the industry. The idea is to manage to give the time needed to allow everyone to change their policy so that they do not take full responsibility for the new rules. The approach is different so it is Apple's strong attitude.
In addition, it should be noted that this is not the first time Google has addressed the question of targeting advertising. In 2019, the company implemented an initiative called Privacy Sandbox. The latter was intended to help companies collect user data based on interest groups instead of relying on personal tracking.
So Google seems to be relying more heavily on this option, which it sees as able to improve user data security without reducing the effectiveness of personal campaigns to zero. Lastly, it should be noted that most of the applications available on Google live from online advertising.
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