Despite strong campaigns against Apple’s future anti-tracking rules, Facebook CEO Mark Zuckerberg said today that Facebook will be “in a good position” when Apple begins to apply transparency to application tracking and could benefit even changes.
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“We may even be in a stronger position if Apple’s changes encourage more companies to trade more on our platforms, making it harder for them to use data to find customers who would like to use their products outside of our platforms.” said Zuckerberg at a clubhouse meeting this afternoon.
As CNBC points out that this is the most positive statement that Facebook has made yet regarding its transparency rules for tracking Apple applications. Facebook may change its narrative, as it has become clear that Apple does not intend to delay the implementation of the transparency of the tracking application, and Facebook’s attempts to stop it have not won much.
With the release of iOS 14.5, apps like Facebook will need to get express permission from the user before accessing the ad ID or IDFA of an iPhone, which is used to track the use of apps and websites in order to target ads.
Facebook has spoken out against Apple’s planned privacy updates, running full-page newspaper ads targeting Apple as the enemy of small businesses. Facebook has claimed that companies that use Facebook advertising tools will suffer because they will not be able to target ads as effectively as possible now, but there are questions about how much data small businesses need to advertise to the right customers. .
Application tracking transparency will have an impact on Facebook indirect conversion tracking, which allows advertisers to determine how many people saw and didn’t click on an ad, but then made an ad-related purchase. IDFA allows Facebook to match those who buy an article to those who have seen an ad, but without IDFA, advertisers will not be able to accurately measure the effectiveness of ads on Facebook and Instagram.
Conformable CNBC, Facebook has prepared for the transparency of tracking applications by introducing Facebook stores and Instagram stores, where brands can list and sell items directly on social networks. Zuckerberg said more than 250 million people are actively using the store function.