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Facebook began testing a new in-app screen on Monday that will appear before the activation prompt required in iOS 14 apps by Apple’s upcoming AppTrackingTransparency (ATT) policy.
The test will be rolled out worldwide both on Instagram and on Facebook’s main app.
The additional prompt is intended to provide more information about Facebook’s privacy controls and how it uses data to personalize advertising before users are offered a choice to allow or deny tracking. applications.
Facebook says this is necessary because while Apple lets developers customize part of the language in the ATT pop-up, there’s not much room to convince someone to opt for the tracking.
Facebook will be experimenting with displaying both Apple’s prompt and a different version of its own test screen, although it has not yet finalized exactly when during the onboarding process or user flow it will display prompts to users.
In an example of its test screen, Facebook encourages users to share their app and website activity in order to “support businesses that rely on ads to reach their customers.”
Facebook has been waging a massive anti-Apple PR blitz since the end of last year touting itself as the savior of small business. On a call with reporters in mid-December, Dan Levy, Facebook vice president of advertising and business products, accused Apple of making changes to the digital ecosystem that will hurt small businesses that are already struggling to stay afloat during the pandemic.
Some Facebook employees say the post is hypocritical and dissonant for a company that made $ 84.2 billion in ad revenue in 2020 alone.
For example, according to Buzzfeed, in response to an internal post from Levy on the Facebook campaign, a Facebook engineer wrote: “It feels like we’re trying to justify a bad thing by hiding behind people with a message. sympathetic. ”
Despite its unqualified objections to Apple’s IDFA changes, Facebook is subject to them, like any developer.
Although Facebook initially said it would stop collecting IDFA on iOS 14 devices, it then backtracked. Facebook has stated that if it does not agree to display the prompt, Apple will not allow Facebook to make its apps available in the App Store.
Developers will need to obtain permission through the AppTrackingTransparency prompt for all data collected in an app used for tracking.
Although App Store guidelines prohibit developers from using language in the ATT prompt that prompts people to allow tracking, Apple said it’s okay for developers to provide additional information to educate them. users before displaying the ATT activation pop-up window “as long as you are transparent to users about your use of the data in your explanation.”
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