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Facebook is continuing its campaign against an Apple privacy feature slated for 2021, but told companies in an email that it had “no choice” but to comply with the change to iOS 14.
The feature in question allows one type of advertiser tracking to explicitly activate users. Facebook has launched a full campaign against the feature, including full-page newspaper ads claiming it could harm small and medium businesses.
In an email sent to business users of Facebook seen by iMore, the social media giant continued the campaign, saying that the activation prompt would have “impactful implications on targeting, optimization, and campaign effectiveness measurement for companies that advertise on mobile devices and the web “.
“Apple’s changes will benefit them, while hurting the industry and the ability of businesses of all sizes to effectively market and grow through personalized advertising,” Facebook continued. “We believe that personalized advertising and user privacy can coexist.”
Although Facebook disagrees with the privacy feature, it has told business users it has “no choice” but to adopt the prompt. He added that if it does not comply, it could risk being deleted from the App Store.
In the coming weeks, Facebook announced that it will offer more tips and advice to help businesses prepare for the coming change. If users choose not to track advertiser tracking, Facebook said, it could lead to “a potential reduction in ad effectiveness and measurement limits.”
Previously, Facebook estimated that the feature could see ad revenue drop by up to 60%.
Originally slated for launch in iOS 14, Apple has delayed implementing the anti-tracking prompt until 2021 to give businesses and advertisers more time to prepare for the feature.
While some ad-dependent businesses – including Facebook – have rallied around the feature, some privacy groups and organizations have lauded Apple on its implementation.
Mozilla, the creator of Firefox, has launched a campaign thanking Apple for the protection of privacy. Digital civil rights group the Electronic Frontier Foundation praised Apple for implementing the feature and called Facebook’s campaign “laughable.”
A December report also indicated that there is internal disagreement over the anti-Apple campaign within Facebook. Some employees believe Facebook’s attacks are unwarranted and could backfire on the social media giant.
The anti-tracking transparency feature is slated for release in early 2021, although an exact date is unclear at this time.
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