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Facebook continues to panic about upcoming privacy changes in iOS 14. The company sent businesses a new email today to let them know that it has no choice but to comply with the feature. transparency of iOS 14 application tracking. Otherwise, Apple could completely remove Facebook from the App Store.
As first reported by iMore, Facebook has sent out another round of emails to companies informing them that while it does not agree with the changes Apple is planning, it has no choice but to follow them. Facebook says the transparency feature of app tracking, which requires apps to obtain user consent before tracking them on other websites and apps, will have “decisive implications for targeting, optimization and measurement. the effectiveness of campaigns ”.
The company also says it believes “personalized advertising and user privacy can coexist,” which is also Apple’s claim. However, the two companies clearly have different versions of what constitutes “user privacy”.
Apple’s requirement that all apps in the App Store display a prompt to iOS 14 users in accordance with their AppTrackingTransparency framework will have decisive implications in terms of targeting, optimization and measuring campaign effectiveness. for businesses 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 themselves and grow through personalized advertising. We believe that personalized advertising and user privacy can coexist.
Also in the email, Facebook tells companies that it has “no choice but to display the prompt seen at the top of this story.” Otherwise, Facebook tells companies that it thinks Apple could block Facebook and its other apps from the App Store altogether.
Facebook told the companies that while it disagrees with Apple’s solution, it has “ no choice ” but to display the acceptance prompt and continue using the Apple device ID for advertising. The company says it believes Apple could block Facebook and its other apps from the App Store if it doesn’t comply, which “ will further harm the businesses and users who depend on our services. ”
Finally, Facebook says that if users choose not to follow the tracking, there could be a reduction in “ad effectiveness and limits on metrics”.
This isn’t the first time Facebook has warned businesses of the potential impact of the new iOS 14 app tracking transparency feature. Last month, 9to5Mac reported that Facebook is warning users of the impacts on marketing efforts. Facebook also ran a full-page ad in US newspapers criticizing Apple’s changes.
The app tracking transparency feature will roll out in early 2021. Apple initially hoped to launch it with iOS 14 in September, but that ended up delaying the feature to give developers more time to prepare.
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