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What Small Businesses Need to Know About The Facebook vs. Apple Battle

You have probably seen articles by now that Apple is planning to roll out a new feature on its devices that will alert people when an app (such as Facebook) is trying to track your activity. Facebook responded with a SpeakUpForSmall Campaign.

The concern: It’s expected that most users will refuse, which will mean apps or businesses won’t be able to easily offer personalized ads.

In this article I wanted to kind of break down each side (not take a side) and show the facts / potential effects.

Have you ever felt like an ad is following you?

That’s called retargeting and here’s how it works: Each time you visit a site, it drops something called a “cookie” on to your Web browser. … Then the site can purchase ads through a number of retargeting companies acting as middlemen, selling the ads aimed at you, the anonymous shopper, on behalf of news sites, blogs and even Facebook.

Shocked Face Wow GIF

Now I know that may sound creepy but part of this crucial for small businesses when it comes to setting up ads, driving sales, and getting exposure to potential clients.

What does this mean for Small Businesses?

Small businesses that are using Facebook ads to grow may need to pivot to stay afloat: things like charging people for a subscription or in-app payments.

Facebook claims:

  • Apple’s new iOS 14 policy will have a harmful impact on many small businesses that are struggling to stay afloat and on the free internet that we all rely on more than ever. Without personalized ads powered by their own data, small businesses could see a cut of over 60% of website sales from ads.

Apple claims:

  • We believe that this is a simple matter of standing up for our users. Users should know when their data is being collected and shared across other apps and websites — and they should have the choice to allow that or not. App Tracking Transparency in iOS 14 does not require Facebook to change its approach to tracking users and creating targeted advertising, it simply requires they give users a choice.

Please comment with any questions, thoughts, concerns!


Facebook and Apple are in a fight. Your browsing history is in the middle.

Speaking Up for Small Businesses



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