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“The internet answers a question it has grappled with for decades: How will the internet pay for itself?” said.
The fallout can hurt brands that rely on targeted advertising to get people to buy their products. It could also hurt tech giants like Facebook in the beginning – but not for long. Instead, businesses that can no longer follow people but still need to advertise are likely to spend more on the biggest tech platforms that still have the most data about consumers.
David Cohen, CEO of the Interactive Advertising Bureau, a trade group, said the changes will continue to “bring money and attention to Google, Facebook and Twitter.”
Complicating these changes is Google’s and Apple’s opposing views on how much ad tracking should be called back. Apple wants customers who pay premiums for their iPhones to have the right to completely block tracking. However, Google executives turned privacy into a privilege for those who can buy their products.
For many people, this means that the internet may start to look different depending on the products they use. On Apple gadgets, ads can only be relevant to a person’s interests, compared to highly targeted promotions on Google’s web. Brendan Eich, founder of private web browser Brave, said that website creators can eventually choose sides, so some sites that work well in Google’s browser may not load in Apple’s browser.
“It will be a story of two internets,” he said.
Businesses that cannot keep up with changes are at risk of extinction. Increasingly, media streamers and even weather apps are charging subscription fees just as Netflix charges a monthly fee for streaming video. Some e-commerce sites are considering raising their product prices to keep their revenues high.
Consider Seven Sisters Scones, a mail-order bakery in Johns Creek, Ga. that relies on Facebook ads to promote its products. Nate Martin, who heads the bakery’s digital marketing, said digital marketing campaigns on Facebook were less effective after Apple blocked some ad tracking. Because Facebook could no longer get as much data on which customers liked the bakery products, it was more difficult for the store to find interested buyers online.
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