Despite campaigning hard against Apple’s upcoming anti-tracking rules, Facebook CEO Mark Zuckerberg said today that Facebook “will be in a good position” when Apple begins implementing application tracking transparency. and may even benefit from the 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 their data to find the customers they would like. use their products off our platforms, ”Zuckerberg said at a Clubhouse meeting this afternoon.
How CNBC points out, this is the most positive statement Facebook has yet made about its transparency rules for Apple’s app tracking. It is possible that Facebook will change its narrative as it has become clear that Apple has no plans to delay the implementation of application tracking transparency, and Facebook’s attempts to stop it gave little strength.
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 usage between applications and websites for advertising purposes.
Facebook has spoken out against Apple’s planned privacy updates, posting full-page newspaper ads that sought to position Apple as the enemy of small businesses. Facebook has stated that companies that use Facebook’s advertising tools will suffer because they won’t be able to target ads as effectively as they can now, but there are questions about how much data small businesses need to get their ads to the right customers. .
Application tracking transparency will affect Facebook’s post-impression conversion tracking, which allows advertising companies to determine how many people have seen and clicked an ad, but subsequently made an ad-related purchase. IDFA allows Facebook to match those who buy an item to those who have seen an ad, but without IDFA, advertisers will not be able to accurately measure the effectiveness of Facebook and Instagram ads.
In accordance with CNBC, Facebook has prepared for transparency of app tracking with the introduction of Facebook stores and Instagram stores, where brands can list and sell items directly on social media. Zuckerberg said more than 250 million people are actively using the store function.