Apple hosted it’s WWDC Developer Conference, and announced a number of developments that take direct aim at the likes of Facebook and Google.

The biggest of these developments was the announcement that the new version of iOS and MacOS would not allow the likes of Facebook or Google to track the browsing habits of Apple users across other parts of the web – effectively meaning that they couldn’t use those browsing habits to inform future advertising.

Video Transcript

Hello, I’m Scarlett and on this edition of Digital Minute, we’re exploring how the announcements at Apple’s developer conference could hit Google’s and Facebook’s ad platforms.

A couple of weeks ago we looked at Google’s developer conference, and last week it was the turn of Apple to unveil just some of the features that they will be introducing – and company took a very un-subtle swipe at Facebook in the process.

Apple announced that it would be introducing features that would limit the ability of social media platforms to monitor the web use and location, making it more difficult for the likes of Facebook or Google to track browsing habits away from their own properties.

The feature, code-named IPT2, is a development on the initiative introduced last year that saw the ad-tech platform Criteo lose 22 per cent of its revenue, so this could prove to be a major threat to the ad models of Google and Facebook.

Apple didn’t mention Facebook specifically in the announcement, but did demonstrate the technology using examples from Facebook and Instagram – an obvious nod to who this technology is aimed at. You can read more about that over on our blog.

Thanks for watching, I’m Scarlett Whittell, and that was your Digital Minute.

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