Apple (AAPL) is set to introduce a new requirement for users to give apps explicit permission to track them on the Internet, a change that has agitated Facebook, which depends on data collection to target ads.
Now Facebook plans to show a “ours, along with Apple’s” prompt in an effort to show users how personalized ads “support small businesses and keep apps free,” the company said in an update on Monday. in an older blog post called “Speaking on behalf of small businesses.”
“As we shared in December, we disagree with Apple’s approach, but we will show their readiness to ensure stability for companies and people who use our services,” said Facebook in the post.
For Facebook (FB), the risk of Apple’s new privacy change could not be greater. The social media company, which gets almost all of its advertising revenue, repeatedly warned investors that changes to Apple’s software could hurt their business if users reject tracking permissions.
In December, Facebook ran ads in The New York Times, Wall Street Journal and Washington Post, saying the requirement could be “devastating” for millions of small businesses advertising on its platform. This too held a press event to publicize small businesses that were opposed to the change and launched a new hashtag to discuss it.
Mark Zuckerberg, Facebook’s CEO and co-founder, hammered a similar point on a conference call with analysts last month to discuss the company’s latest earnings report.
“Apple has every incentive to use its dominant position on the platform to interfere with the way our apps and other apps work, which they do regularly, to prefer their own,” said Zuckerberg. “This impacts the growth of millions of businesses worldwide, including the changes to iOS 14. Many small businesses will no longer be able to reach their customers with targeted ads.”
Although this last movement may seem more like a shot fired at Apple, Facebook is accepting Apple’s offer for any developer to explain why they want certain tracking permissions. “We think people deserve additional context, and Apple said offering education is allowed,” said Facebook in a blog post.
On Apple’s privacy and data page, the company said developers are allowed to do this “as long as you are transparent to users about the use of the data in your explanation. … Applications must respect the permission settings of the user and do not attempt to manipulate, mislead or force people to consent to unnecessary access to data. “
Facebook did not immediately respond to a request for comment. Apple declined to comment.
In December
tweet, Apple CEO Tim Cook shared an image of what Facebook’s app for tracking transparency messages might look like. In the permissions prompt, the sample language said, “Here, in addition to other screens, Facebook can explain why users should allow tracking.” Users can then “ask the app not to track” or “allow”.
Kaya Yurieff contributed to this report.
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