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As Apple’s opt-in ad tracking pop-up unfolds, Facebook has another trick up its sleeve
It’s no mystery that Facebook and Apple have been at odds for a decade. Much of it has to do with their business philosophies which are not in harmony with each other.
Apple, the pioneer of innovation, believes that privacy is the fundamental right of every human being. Of course, their products are expensive but largely guarantee the security of your data.
Facebook, meanwhile, believes in free services. But we all know that “when you don’t pay, you are the product”. The king of social networks has mainly relied on collecting user data and retargeting through advertising campaigns in order to generate their source of income.
Lately, Apple has doubled data privacy by giving users much more transparency and better control over who uses their data.
After a series of improvements in the form of limited ad tracking (which was buried deep under Settings), privacy-focused Bluetooth, and location permissions with iOS 13, the Cupertino tech giant pushed forward things even further in iOS 14 by introducing rough location. access, App Store privacy reports and blocking third-party cookies in Safari.
But from an ad agency perspective, the recently announced application tracking transparency framework has become a major topic of discussion and has led to more problems for Facebook.
While the ability to not track precise location wasn’t a bane for location-based advertisers, an opt-in ad tracking dialog has certainly become a concern for digital advertisers.
For those who don’t know, every app in the App Store that monetizes ads typically uses Facebook or Google’s Advertising SDK. Either SDK uses Apple’s Advertising Identifier (IDFA), a unique device string to identify a user. In doing so, ad companies can follow individuals across apps, new installs via deep links, and then generate revenue through retargeted ad campaigns.
With the advent of iOS 14, Apple announced a new advertising framework focused on privacy, SKAdNetwork
. Unlike previous ones, apps would now be required to display the Application Tracking Transparency System (ATT) prompt, thus giving users the final choice of “Allow” or “Ask app not to track” . This dialogue caused tremors throughout the mobile advertising industry as IDFA had become useless. If a user selects “Ask the application not to follow”, the SKAdNetwork
would only send generic user information to the advertiser.
It won’t be an overstatement to say that most users would deny permission given that it’s a privacy nightmare. Unsurprisingly, this led to an uproar from Facebook and Apple decided to postpone the feature until 2021 in order to give more time to digital marketers and developers.
Now that the iOS 14 ATT prompt has started rolling out, Facebook is once again trying to change the narrative for the entire campaign. They ran full-page newspaper ads describing Apple as the Darth Vader of small businesses and criticizing them for killing the free Internet.
Ironically, Facebook is a company that has never supported small businesses and is known for its “copy, buy or kill” strategy. To add more fuel to the fire, Facebook is also the company that only recently tried to force WhatsApp users to “send their data or lose account” in the name of the privacy policy (although this turned on them and they had to withdraw).
Their whole anti-Apple marketing campaign was laughable, stank of desperation, and showed how worried they were about iOS 14’s privacy features.
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