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© Getty Silicon Valley giants are drawing battle lines over personal data collection practices and targeted ads as the threat of regulation looms. As Apple presses ahead with plans to give users greater control over their privacy, companies like Facebook and Google have aligned themselves over the latter s more measured approach to scaling back tracking features. In what was billed as the latest step toward data privacy, Google announced this week that it would not replace its tracking features used for personalized ads once it phases out its existing method. ADVERTISEMENT That move came after Apple drew Facebook s ire with its own anticipated anti-tracking feature, which could significantly affect the social media giant s revenue given its reliance on targeted ads.

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