The war for digital privacy is reshaping the Internet.

“The Internet is answering the question it has been fighting for decades: How will the Internet pay for itself?” he said.

The result can hurt brands that rely on targeted advertising to get people to buy their products. It may initially hurt tech giants like Facebook – but not for long. Instead, businesses that can no longer track people but still need to advertise are more likely to spend more with the biggest tech platforms, which still have the most data on consumers. available.

David Cohen, chief executive of the Interactive Advertising Bureau, a business group, said the changes “will continue to drive money and attention on Google, Facebook and Twitter.”

The changes are complicated by opposing views of Google and Apple on how much to dial to track advertising. Apple wants its users, who pay a premium for their iPhones, to have the right to stop tracking altogether. But Google executives have suggested that Apple has turned privacy into a privilege for those who can buy its products.

For many people, this means that the Internet may begin to look different depending on the products they use. On Apple devices, ads may only be relevant to a person’s interests, as opposed to highly targeted promotions within Google’s web. Brendan H, founder of private web browsers, said website builders could eventually choose sides, so some sites that work well in Google’s browser may not even load in Apple’s browser.

He said that this would be the story of two internet.

Businesses that do not continue to change are at risk of collapse. Increasingly, media publishers and even apps that show the weather are charging subscription fees, while Netflix charges a monthly fee for video streaming. Some e-commerce sites are considering raising product prices to maintain their revenue.

Consider Mail Order Pastry Shop Seven Sisters Scoons in Johns Creek, Ga., Which relies on Facebook ads to promote its products. Net Martin, who leads the bakery’s digital marketing, said that after stopping some of Apple’s advertising tracking, its digital marketing campaign on Facebook became less effective. Because Facebook can no longer get the data on which customers like baked goods, it was difficult for the store to find interested buyers online.

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