The latest iOS 14's now provides users with more privacy protection. Although it is good news for many customers, some publishers are not happy about it.
This is the first time iPhone's latest system version would require apps to get users' approval before collecting their personal information, allowing them to be involved with their data. However, the update caused a major backlash from companies that rely on users' data to make revenue, especially Facebook.
The social media platform warned that iOS 14's enhanced-privacy protection could reduce half of the publishers' revenues on its advertising platform. Even United Kingdom news site, such as Mail Online, and DMG Media, are not happy with the update, saying that they'll delete their apps from the App Store.
Some publications, including The Times in the United Kingdom, are looking for ways to cope with the privacy feature. The news outlet managed to convert readers into online subscribers.
Online advertising revenues have become essential for most publishing companies, mainly targeted or behavioral advertising. These ads are based on viewers' locations, browsers, and websites they usually visit.
The ad trader, which is often Google, then decides which ads would effectively get the users' attention.
Some publishers accepted Apple's decision of improving privacy security
Although some companies are disappointed with the update, some publishers are still okay with it. Some of them accepted Apple's decision because it could allow them to control the advertising again.
Publishing companies could now develop other streams, such as branded content and subscriptions. For example, the New York Times' revenue increased when it left targeted ads and moved to a traditional online display.
NYT's decision helped it to get around the GDPR data protection restrictions. Although ads are essential to online publishers, they only receive around 30% of what advertisers pay, and the remaining revenue goes to Facebook and Google.
This article is owned by TechTimes,
Written by: Giuliano de Leon.
