As Apple and Google enact privacy changes, businesses are grappling with the fallout, Madison Avenue is fighting back and Facebook has cried foul.
Apple introduced a pop-up window for iPhones in April that asks people for their permission to be tracked by different apps.
Google recently outlined plans to disable a tracking technology in its Chrome web browser.
And Facebook said last month that hundreds of its engineers were working on a new method of showing ads without relying on people’s personal data.
The developments may seem like technical tinkering, but they were connected to something bigger: an intensifying battle over the future of the internet. The struggle has entangled tech titans, upended Madison Avenue and disrupted small businesses. And it heralds a profound shift in how people’s personal information may be used online, with sweeping implications for the ways that businesses make money digitally.
At the center of the tussle is what has been the internet’s lifeblood: advertising.
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What the Privacy Battle Upending the Internet Means for You
Get ready for more random ads online, higher prices and subscriptions galore. But your privacy concerns may still not fade.
The internet is changing, including how much we pay for content and the ads and brands we see.
That’s because Apple and Google, two hugely influential tech companies, are rolling out privacy protections that hinder marketers from gaining access to our data when they show us ads. The changes have major repercussions for online advertising, which are a business foundation for the free apps and websites that many of us use, like Facebook, TikTok and the Weather Channel. Those sites and apps now have to come up with new ways to show ads or make money.
Here’s what that means for you.