}
https://open.lbry.com/@NaomiBrockwell:4/apple-v-facebook-privacy-battle:7?r=DzXweqFwrKKy9W5nrSXLok6w9Secrgc8
Apple's new "Tracking Transparency" feature will add a pop-up to your iPhone whenever an app wants to track you. It's to let people know when their "IDFA" system is being used.
Cybersecurity and privacy journalist Kate O'Flaherty explained to me in this latest video that the IDFA, or ID for Advertisers, is a way for iPhone apps to determine when things like advertising campaigns have been effective, by allowing the apps to monitor a user's activities across the phone. It is a more private way of tracking than cookies in browsers, but Apple says that more transparency is needed. They argue that many people don't realize this kind of tracking is going on, and that users should be made aware of it and given the option to opt out. That's why they've added this feature, and also things like privacy labels to their app store.
A great step forward for privacy!
Facebook isn't happy, because their entire business model is built on being able to track users. They're even talking about legal action on the grounds of antitrust. What will become of companies like Facebook if users decide they no longer want to be tracked?
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Edited by Lee Rennie
Written by Dan Amankwah and Naomi Brockwell
Special thanks to Mike Ricci for all his help advising on this script!
Follow Kate O'Flaherty at https://twitter.com/KateOflaherty