The privacy war between Facebook and Apple intensified this week, with Facebook announcing that it will begin rolling out a notification for iPhone users spelling out how their data is used. This comes on the heels of a similar change from Apple that could significantly hurt Facebook’s revenue.

The fight between these two tech giants began when Apple announced a change to its app platform that will require all apps to obtain user consent in order to track them around the web. Since Facebook has built most of its revenue on advertising, this is obviously a big problem for the company. However, Facebook said that it will begin sending a notification of its own to users to inform them how their data is being used for targeted advertising. In other words, Facebook is trying to get ahead of Apple and control the conversation.

According to a report from CNBC, one Facebook prompt will ask users to “Allow Facebook to use your app and website activity?” It then goes on to say that Facebook uses the information to “provide a better ads experience” before asking users if they want to allow or disallow this behavior.

This is a commendable move from Facebook in the sense that it will give users improved control over their privacy and data. However, the company won’t get many points for it since it’s only doing it to compete with Apple.

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