Apple Issues Stunning New Blow To Facebook With Surprise Report

, the iPhone maker revealed that non-targeted ads are just as effective as those that use first-party data.

The presentation—which covered Apple’s own search ads business—showed 78% of search volume on the App Store was from iPhones with first-party data collection turned off. In other words, iPhone users are still responding to ads, despite having turned first-party data collection off. It’s the first time Apple has shared stats on its Apple Advertising toggle.

As an aside, the toggle is located in Settings > Privacy > Apple Advertising in case you want to check yours now.Ad targeting the Apple way When you have the Apple Advertising toggle turned off, advertisers can target you via search terms—which simply use whatever is typed into the App Store search bar. Apple’s argument is that this method is just as effective as first-party ad targeting, and it gives advertisers a wider net of iPhone users who have the data collection turned off.

Of course, this is very different to the ATT feature that targets third party data across iPhone users' other apps and services, but Apple is trying to show that privacy-focused tracking is possible.to focus more on its ad business. It’s likely not a coincidence, and with more people realising that invasive ad tracking from the likes of Facebook can be turned off, privacy-preserving methods will probably be welcomed by the industry too.

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