The ongoing privacy feud between Apple and Facebook escalated yet again last week when Apple introduced a bold new privacy ad that takes aim at its rival.

In the video, a social media user is represented at an auction as her private information is sold off, including her email address, location data, recent transactions, and more. Then, Apple’s privacy features swoop in to save the day. This ad represents just the latest volley in a fight between the tech giants, as Apple has introduced a privacy opt-in feature for all the apps in its app store that has severely cut into Facebook’s revenue. Overall, Apple has positioned itself as a champion for user privacy, even authoring a white paper on the subject.

“A complex ecosystem of websites, apps, social media companies, data brokers, and ad tech firms track users online and offline, harvesting their personal data,” the company wrote. “This data is pieced together, shared, aggregated, and used in real-time auctions, fueling a $227 billion-a-year industry. This occurs every day, as people go about their daily lives, often without their knowledge or permission.”

Of course, Apple is hardly a perfect company itself. However, it is undoubtedly better about user privacy than Facebook, so ads like this are certain to get under the skin of the social media giant.

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