Facebook sent out a message to businesses recently pointing out how Apple’s new privacy features could hurt them by clamping down on targeted advertising.
It also claims that personalized ads that utilize user data to target individuals can coexist with user privacy online.
The note, published Wednesday by iMore, says:
“Apple’s requirement that all apps in the App Store show a prompt to iOS 14 users in accordance with their AppTrackingTransparency framework will have hard-hitting implications across targeting, optimization, and measuring campaign effectiveness for businesses that advertise on mobile devices and across the web. Apple’s changes will benefit them, while hurting the industry and the ability for businesses of all sizes to market themselves efficiently and grow through personalized advertising. We believe that personalized ads and user privacy can coexist.”
Facebook goes on to say that it disagrees with Apple’s new feature. However, it has “no choice” but to go along with it by providing the information to Apple about how its various apps track users. If it does not, Apple could boot Facebook apps from the App Store. This, in turn, would cause “further harm to the businesses and users that rely on our services.”
Facebook is hosting a series of webinars aimed at businesses to provide more information. It will also create resources within its Ads Manager app. These should help users adapt to the changes being made by Apple.
Apple vs. Facebook
The feature Facebook objects to is a new measure in iOS 14 that clues users in about which apps are tracking them. Apple announced the new privacy measure at last year’s Worldwide Developers Conference. However, it pushed the launch back slightly after the first version of iOS 14 to let businesses make the necessary changes. It is now starting to roll out to iOS devices, beginning with beta users.
Facebook recently launched two days of full-page newspaper ads opposing the new feature. Facebook argues that stopping advertisers from using personalized advertising will hurt small businesses.
In the aftermath of Facebook’s complaints, Apple issued the following statement: “We believe that this is a simple matter of standing up for our users. Users should know when their data is being collected and shared across other apps and websites. And they should have the choice to allow that or not. App Tracking Transparency in iOS 14 does not require Facebook to change its approach to tracking users and creating targeted advertising, it simply requires they give users a choice.”
A report published this week suggested that some developers will try to find underhanded ways around Apple’s new privacy measures. This could enable them to continue tracking users.
What do you think about Apple’s privacy measures? Does Facebook have a point, or is it just looking out for itself? Let us know in the comments below.