Apple introduced an iPhone pop-up in April asking people for permission to be tracked by different apps. Google recently announced its intention to disable tracking technology in its Chrome browser.
And Facebook said that hundreds of engineers were working from last month last month on a new way to display ads without relying on people‘s personal data. The developments may seem like technical tinkerers, but they were tied to something bigger:
An intensified battle for the future of the internet. The fight involved the tech titans, rocked Madison Avenue and rocked small businesses. And it heralds a profound change in the way people‘s personal information can be used online, with sweeping implications for how businesses make money digitally.
At the heart of the struggle is what has been the lifeblood of the Internet: advertising. Twenty years ago, the Internet revolutionized the advertising industry. It gutted newspapers and magazines that relied on sales, ran classifieds and print ads, and threatened to dethrone television advertising as the primary vehicle for marketers to reach large audiences.
Instead, brands ran their ads on websites, with their promotions often tailored to people‘s specific interests These digital ads fueled the growth of Facebook, Google, and Twitter, which offered their search and social networking services to people for free.
But in turn, people have been tracked from site to site by technologies such as “cookies“ and their personal data has been used to target them with relevant marketing. Now this system, which has grown into a $ 350 billion digital advertising industry, is being dismantled.
Driven by fears of online privacy, Apple and Google have started revamping the rules for online data collection. IMedia publishers, app makers, and e–commerce stores are now exploring different avenues to survive the privacy–conscious internet, in some cases by overturning their business models. they no longer follow people but still need to advertise, they are likely to spend more with the biggest tech platforms, which still have the most consumer data.