[ad_1]
Today, Facebook has started testing prompts for iPhone and iPad users, championing the importance of being followed by the social network for the benefit of small businesses that use its advertising tools.
The test responds to Apple’s plan to require user acceptance for IDFA (ID for Advertisers) tracking on all iOS, iPadOS, and tvOS apps from new software updates expected in the spring.
According to CNBC, Facebook will prevent Apple’s required pop-up with its own on affected devices. Facebook’s post aims to persuade users not to decline tracking.
Apple previously announced that with future software releases, apps that use IDFAs to track users across apps and websites will need to display a pop-up window that says, for example, “Facebook would like permission to follow you on applications and websites owned by other companies. ”
This prompt will also be presented with a short introduction of the creator of the app to make the case directly in this confirmation box (Facebook goes with “This allows Facebook to give you a better advertising experience”). This is followed by two choices: “Ask the app not to track” and “Allow tracking”.
The Facebook app on iOS and iPadOS will serve as this required dialog box, but Facebook is testing another message that will appear before users even see it. In the copy obtained by CNBC, it reads:
Allow Facebook to use your app and website activity?
- Get more personalized ads
- Support businesses that rely on ads to reach their customers
To provide a better advertising experience, we need permission to use future activity that other apps and websites send to us from this device. It will not give us access to new types of information.
The example language we have here may not be definitive, and Facebook may test multiple versions of the post to determine which approaches are most effective at keeping users opted in to follow.
Facebook previously bought a full-page newspaper ad with a similar post, arguing that the change would be particularly negative for local businesses as they struggle during the pandemic. “Beyond harming apps and websites, many in the small business community say this change will be devastating for them too, at a time when they face enormous challenges,” it read. “Small businesses deserve to be heard. We stand up for Apple for our small business customers and our communities.”
Facebook CEO Mark Zuckerberg told investors last week on the company’s quarterly earnings call that they should soon expect a reduction in the company’s advertising revenue due to the change in Apple’s policy because many, if not most, users will opt out when given the choice. He also claimed that Apple’s decision to require user acceptance for IDFA tracking is one of many examples of Apple engaging in anti-competitive and monopoly practices.
That same week, a report was published in The Information that detailed Facebook’s plan to take antitrust lawsuit against Apple over the matter, as well as the alleged preferential status Apple gives to its iMessage platform (a competitor Facebook Messenger and WhatsApp owned by Facebook) on iOS and iPadOS.
Also in the same week, Apple CEO Tim Cook delivered a speech at a data privacy conference in Brussels in which he alleged that companies like Facebook are “built on deceptive users, on l ‘exploitation of data, on choices that are not choices at all ”, and that business models like Facebook bear a cost of“ polarization, loss of trust and, yes, violence ”.
Apple plans to start requiring activation notification in all apps that use IDFAs this spring, and Facebook plans to honor iOS and iPadOS users’ choices once they’re made – at least. , as long as Apple’s policy is not overturned in a whirlwind of antitrust complaints.
[ad_2]
Source link