Apple VS. Facebook: The battle of the privacy policies continued
Cambridge Analytica is a political data-analysis firm that gained its notorious reputation through its initial work on Trump’s 2016 campaign. Their work was premised around their competitive data collection on the American populace which essentially allowed them to build comprehensive personality profiles to facilitate and provide targeting criteria for the “psychographic targeting of ads.” Now given the breadth of their data that Cambridge Analytica had collected on the American electorate at the time, the question was raised as to how they came by such a sizeable and comprehensive dataset? The firm was ultimately accused of collecting and keeping the data of from between 50 to 87 million Facebook users without their knowledge or permission through the likes of a third party app developed by the firm called “thisisyourdigitallife”. This raw data was made available to Cambridge Analytica by Facebook.
The latest focus of the feud revolves around Apple’s software update that ensures that App developers include a pop up that requires users to give them permission in order for them to collect certain personal data, as well as the Apps’ ability to track the users’ activity. This in turn has an impact on Facebook, as well as other Apps’ abilities to target audiences with advertisements as well as track and determine the ROI of these. Understandably Apple and Facebook stand on opposite sides of the spectrum here with Apple believing that it’s allowing its users to do due diligence on who has access to what data, while Facebook believes that Apple is “abusing its market share” and killing small business revenue. Facebook is also concerned about how Apple plans on phrasing the text on the pop ups as this might influence a user’s decision to opt out.