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It’s no secret that the upcoming changes Apple plans to introduce in the operating system version (i.e. OS 14) iOS 14, which involves forcing developers to applications to ask for user permission before they can collect data or track it while in use. applications, can have a huge impact on many businesses. Advertising, especially Facebook.
Likewise, Facebook has not negatively hidden the impact of these changes on its business model, launching a strong public relations campaign through newspaper ads and launching a new website to oppose these. changes, saying Apple would pose a threat to both small businesses. and the open Internet, in addition to the CEO of a company. Facebook, Mark Zuckerberg, directly targeting Apple and harming the company, and several statements that Apple was engaging in anti-competitive practices.
While this public war between the two companies is seen as falling within the realm of protecting user privacy and reducing tracking in general, which Apple wants to reduce, as Facebook directly benefits from user tracking to realize its profits, many experts have said that this is not the real reason.
Where we find that the new privacy feature that Apple plans to include in OS version (iOS) 14 will not prevent app developers and advertising companies from permanently tracking users , and it does not conflict with the personalized advertising market model.
As the new feature gives users an option for developers to explicitly track them, which means that if you want to share whatever you do online with Facebook, it will be your choice and Apple will not prevent you from making that choice, as the developer can. always collect IDFA data for a specific purpose. Target yourself with ads or track conversions from the websites you visit.
But all Apple will ask app developers is to be transparent about what data they want to collect and how they want to use it, and then they have to ask permission from users to track them in order to collect that. data, and that’s the essence of the real conflict between the two companies, which is why Facebook is so worried that it hasn’t tried to hide it.
So why is Facebook afraid of iOS 14’s new privacy feature?
The problem with Facebook is that the new operating system (iOS) 14 privacy feature gives users an explicit second option that they can use to prevent app developers from tracking them. Facebook is concerned that the option to ban tracking is the first choice. Data analytics firm AppsFlyer estimates that nearly half of users – 47% – will likely choose not to let apps track them.
This is the little secret that Facebook prefers not to talk about, because Facebook doesn’t want users in particular to completely think about tracking technologies, tools, and everything that goes with them, and it certainly doesn’t want users to think about it. have the option of not doing so. track because it will directly harm its business model.
A secret Facebook won’t admit it
But Facebook’s transparency issue is not only related to users, as tracking not only allows users to be targeted with ads based on their online activity, but also allows advertisers to identify users who came to their sites and made a purchase because of one of these ads. .
For example: if you click on an ad you find in front of you about shoes and buy a pair after going to the website that posted the ad, it lets that site or the seller know that you are from the website or advertising platform that they posted their paid ad on, and this is very important because it allows advertisers to track conversions and justify the money they spend on advertising on platforms – forms of advertising such as Facebook.
Therefore, if Facebook can’t track users, advertisers won’t be able to use IDFA data to match your purchases with the ad they clicked on, making the Facebook ad platform much less valuable. Others, like: Google Ads.
This is the secret that Facebook doesn’t want to publicly admit, because of course it won’t lose users of its apps overnight – especially since it’s completely free – but its core business model will be gravely. damaged by the expected leak of most advertisers. its ad platform to another ad platform where the conversion cost is similar, but they can track it better to help plan their ad campaigns well.
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