In its ongoing dispute with Apple over the transparency of app tracking, Facebook said it would encourage users to allow tracking with “additional context” on a dedicated screen, according to an updated blog post.
The iOS 14 application transparency tracking feature will require developers to receive a user’s consent to track their activity in apps and websites and access the device’s random ad ID. Users will be prompted with options to “Allow tracking” or “Ask the app not to follow” when they open apps, such as Facebook, that they want to track.
If a user selects “Ask the app not to follow”, Apple will block the app developer from accessing the user’s ad ID. The developer is also required to comply with the user’s tracking preferences in general, which means that he cannot use other methods to track the user or that their app can be removed from the App Store.
After a series of strong public attacks on Apple in recent months, which have partially claimed that the transparency of the tracking application will affect small businesses, Facebook now seems to have changed its approach and will actively encourage users to “Allow tracking”.
As we shared in December, we do not agree with Apple’s approach, but we will show their promptness to ensure the stability of companies and people who use our services. Apple’s new prompt suggests a trade-off between personalized advertising and privacy; when, in fact, we can offer both. Apple’s request does not provide any context for the benefits of personalized ads.
Facebook will show users a screen in its app before the Apple Transparency Tracking Transparency request is displayed, providing information on how the company uses personalized ads, which it says “support small businesses and keep apps free.” The company warned that users who refuse to be tracked “will still see ads, but will be less relevant”.
Acceptance of these requests does not result in the collection of new data types by Facebook. It just means we can continue to give people better experiences. We believe that people deserve the additional context, and Apple said that providing education is allowed.
Facebook is believed to be preparing a lawsuit against Apple for the App Tracking Transparency feature, among other allegations, which the company says is anti-competitive.