Megan Graham, writing for CNBC:
Instagram CEO Adam Mosseri said the company will make a case
against the planned change to Apple’s iPhone operating system that
would impact how it and other mobile advertisers track users. But,
he said, “I don’t think we have much influence over Apple,” and
pointed to the power Apple has as the sole gatekeeper for apps
across about 1 billion of its devices in use today.
This is true — Apple is the sole gatekeeper for apps on iOS, and Apple does claim there are a billion iOS devices in use. But Facebook has 2.5 billion users and Instagram 1 billion — and they’re the sole gatekeepers of their own massive platforms. They’re not getting bullied by a larger company.
On CNBC’s “Squawk Box” Friday morning, Mosseri said Instagram’s
advertising business requires certain data to show users relevant
ads and to provide value for its advertisers, the majority of
which are small and medium-sized businesses.
“If the ecosystem changes in a way that advertisers can’t really
measure their return on investment, that’s really going to be,
yes, somewhat problematic for our business, but it’s going to be
problematic for all the big ad platforms roughly equally, so I’m
not that worried about it over the long run,” he said. “It’s going
to be much much more problematic for all the small businesses.
There are millions of them out there that rely on us to target
customers and to reach those customers. Particularly during a
pandemic when they’re hurting.”
This is Facebook’s political/PR strategy on this issue: (1) to ask everyone to ignore the plain truth that Apple’s changes to IDFA tracking are for exactly the reason Apple states: to give users control over their own privacy; and (2) to claim that Apple’s actions aren’t hurting Facebook but instead are hurting “small businesses”. Small businesses are taking advantage of privacy invasive user-tracking ad placement, but if their ads are less effective without privacy invasive user-tracking, then so be it, they’re less effective. The idea that we don’t dare do anything good for privacy that might reduce the efficacy of user-tracking ads because “pity the poor small businesses” is sophistry.
And give me a fucking break with bringing the pandemic into this. It’s especially infuriating coming from Facebook, of all companies. Maybe if they weren’t the main vector for the disinformation and anti-science nonsense that has prolonged the pandemic by turning it into a needless culture war, their “concern” would ring more true.
He argued that Instagram wants its users to have control over
their data and understand what data it has.
“We believe that there’s a way to be really responsible and give
people control over their data and transparency into their data
but without cutting off our understanding and therefore operating
blind,” he said.
That’s exactly what Apple is doing — giving users awareness over what is going on, and control over it. What Mosseri is really asking for here is the opposite — for Apple to allow the user-tracking ad industry to continue operating in the dark. Like I wrote last week, the entitlement of every single bastard in this industry is just off the charts. They really believe they have a right to track everything we do, and that Apple is taking something that belongs to them away.
★ Friday, 11 September 2020