The digital world has an inherent dynamism due to its nature full of changes that arise from the needs of different users and the gaps found by people working in the sector. Ups and downs, advantages, disadvantages; the coin is in the air when we talk about issues that fit into the semantics of the technological realm.
That said, 2021 never ceases to amaze us with wave after wave of new developments in the tech and digital landscape. One of the corporate giants that sets the course for the rest of the companies dedicated to technological innovation, has given us something to talk about with a series of new features that are added to its new operating system update; we are talking about Apple and the privacy of IOS 14, a curious way to introduce us to one of the most controversial topics in recent years. From the great impact caused by the slow and supposed end of cookies as a tool to track the activity of Internet users to the abolition of practices considered as "cheating" by Google's algorithm, such as black hat SEO.
In an era where data is more valuable than cash, it seems that some loopholes are beginning to close. This represents a double-edged sword for two types of people; on the one hand we have the user who can determine with greater control who they share their information with, and on the other hand, we have the digital advertising people who use tracking tools to do specific targeting to suit the user's tastes and experiences.
It is worth asking ourselves if this wave of hermetic practices around privacy represent the end of hyper-personalized messages and the type of alternative strategies to establish a more effective communication between advertisers and their target audiences.
Thus, a paradox is born that is directly linked to the various aspects of security in digital environments. The answer to this riddle is years away from being answered, however, the idea behind this debate involves mostly the demands of users and how to find the balance between the invasive and the personalized. This, of course, implies a game between the valuation of the objective and the subjective, however, the trend that can be glimpsed is towards the hermeticism of personal information.