There are countless moments every day that I feel “monitored.”. The voyeur is either someone else or his own mobile phone. When I go to work fishing, when I hang out on a treasure, when I open another software at noon, it will push what I have just browsed, but I can only accept it. < / P > < p > but children’s shoes for safety may know that these unintentional privacy leaks actually have hidden risks: your job, income, address These privacy leaks not only determine the ads you see, but also determine the price displayed on the website when you shop, and even be packaged and sold to make money. < p > < p > a few days ago, apple IOS 14 announced that it would launch a new privacy policy. Among them, the two most noteworthy updates are about IDFA (identifier for advertising) and clipboard, because they will profoundly affect the business models of major apps. < / P > < p > that’s why a lot of apps are flustered. In particular, Facebook, the big advertiser, has announced that it will postpone the update of IDFA to the beginning of next year, following the unanimous criticism of advertisers. < / P > < p > IOS 14 updates the core experience of iPhone, and improves the widget, APP repository, call and Siri interface, information, map, guide, light app, privacy, etc. < / P > < p > in terms of privacy and security, updates are mainly concentrated in Safari browser and app store. One of the great benefits for users is that the app in the mobile phone can no longer do bad things behind your back. < / P > < p > IOS 14 adds an “indicator” feature – when any app has a camera or microphone enabled, you can see a flashing green dot in the top right corner of the screen to remind users that there are apps using the camera now. Drop down the notification bar to see the app currently using the camera or microphone. < / P > < p > if the app is using the microphone, the yellow light will be on; if the app is retrieving the contents from the user’s clipboard, a text prompt will appear on the user’s screen. < / P > < p > according to Craig federighi, an apple executive In fact, apple thought of this feature because of a user feedback email: < / P > < p > the customer told me in an email that he thought there was an app listening to himself in the background. Because after he talked about something, the mobile phone popped up an advertisement related to him talking about something. Although I knew that it was impossible for that to happen, I still felt the need to provide an indicator. < / P > < p > in addition, on IOS 14, apple now has a “fuzzy location” feature that allows apps to get only your approximate location, not your exact location. < / P > < p > no one likes to actively sell privacy, and no one thinks that it is reasonable for data to be called privately. Once these background behavior calls are gradually clear and clear, and the system is willing to provide more restrictive means, it will not be a problem to keep their private data. < / P > < p > seeing this, I believe many people have a question: why does Apple suspend updating the IDFA function? Has this function really moved advertisers’ cheese? < p > < p > for example, after you search for a certain product in a certain treasure, when you use the browser to browse the web page, the advertisement of that webpage will show you the corresponding advertisement of that product. Of course, you can reset your IDFA so that others can no longer track your behavior. < / P > < p > in fact, as early as IOS 10, Apple introduced the limited advertisement tracking (LAT), which allows users to turn off the identifier through the following path: < / P > < p > after a wave of operations, the IDFA will be set to 0000000-00000-000000-0000, so it cannot be tracked. However, in the past, this privacy setting path was hidden deeply in the past, and the idea of IOS 14 is to enlarge this function. < / P > < p > in fact, it is not because even if the advertiser identifier (IDFA) is turned off, your data will still be saved in the app you are using. The advertising content in the app will still be displayed, and it will be launched based on your preference, but it will not be passed on to other apps. From the user’s point of view, it’s a great pleasure, but advertisers think apple is monopolizing. And this practice of Apple has also been interpreted by many media as breaking the way for apps. However, it corresponds to a huge “programmed advertising” market – Google, Facebook, Alibaba, Tencent, byte skipping and other companies do this kind of business. In 2019, Facebook’s advertising revenue will reach 70.7 billion US dollars (about 482.4 billion yuan). In the same year, Alibaba’s advertising revenue exceeded 100 billion yuan, while Baidu’s and Tencent’s advertising revenue reached 78.1 billion yuan and 68.4 billion yuan, respectively. < / P > < p > if Apple opens this feature, it means that developers can only get a string of invalid characters, which directly means that each application will not be able to monitor its advertising effect. < p > < p > on August 26, Facebook warned advertisers that Apple’s upcoming anti tracking tool could reduce revenue of audience network by more than 50%, because personalized content in ads would be removed from the app. In the article “why Apple didn’t cause a panic”, the author mentioned that the click through rate of Facebook’s IDFA ads was about 0.69% and that of ordinary ads was about 0.16%. According to the calculation, the loss of IDFA of $2 billion in revenue from audience network advertising only accounts for 2.8% of Facebook’s annual advertising revenue of $70 billion. However, advertisers will not let go of any external factors that may affect their business, and apple obviously will not risk losing application developers. < / P > < p > although the delay in closing IDFA gives advertisers a buffer opportunity, what should come is still coming. On the one hand, advertisers should think about how to deal with it, and more importantly, they should realize that the privacy issues they are facing are not only this one. Global Tech