Despite running a strong campaign against Apple’s anti-tracking rules, Facebook CEO Mark Zuckerberg said today that Facebook will be “in a good position” when Apple starts applying Application Tracking Transparency and may even benefit from the changes.
/article-new/2021/03/Facebook-Feature.jpg?resize=560%2C315&ssl=1)
“It is possible that we may be in a stronger position if Apple’s changes encourage more companies to do more trade on our platforms, making it more difficult for them to use their data to find customers who would like to use their products outside of our platforms” , said Zuckerberg at a Clubhouse meeting this afternoon.
How CNBC points out, this is the most positive statement that Facebook has ever made about Apple’s application tracking transparency rules. It is possible that Facebook is changing its narrative, as it became clear that Apple has no plans to delay the implementation of App Tracking Transparency, and Facebook’s attempts to prevent it have gained little momentum.
With the release of iOS 14.5, apps like Facebook will have to obtain express user permission before accessing an iPhone or IDFA advertising identifier, which is used to track usage in apps and websites for ad targeting purposes.
Facebook protested Apple’s planned privacy updates, pulling out full-page newspaper ads that aimed to position Apple as an enemy of small businesses. Facebook claimed that companies using Facebook’s advertising tools will suffer because they won’t be able to target ads as effectively as they can now, but there are doubts about the amount of data small businesses need to show their ads to customers. right.
App tracking transparency will affect Facebook view-through tracking, which allows advertising companies to determine how many people saw an ad and didn’t click on it, but later made an ad-related purchase. IDFA allows Facebook to combine those who buy an item with those who have seen an ad, but without IDFA, advertisers will not be able to accurately measure the effectiveness of Facebook and Instagram ads.
According CNBC, Facebook is preparing for the App Tracking Transparency with the introduction of Facebook 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 stores feature.