Facebook continues to panic about upcoming privacy changes in iOS 14. The company sent a new email to businesses today informing them that they have no choice but to join the iOS 14 App Track Transparency Feature to comply. Otherwise, Apple may remove Facebook completely from the App Store.
As first reported by iMore, Facebook has sent another round of emails to businesses informing them that while it does not agree with Apple’s planned changes, it has no choice but to follow suit. Facebook says that the App Tracking Transparency feature, which requires apps to get permission from users before watching them on other sites and apps, ‘will have a striking implication in targeting, optimizing and measuring the effectiveness of the campaign . ‘
The company also says it believes “personalized advertising and user privacy can exist”, which Apple also argued. However, the two companies clearly have different versions of ‘user privacy’.
Apple’s requirement for all apps in the App Store to send a quick message to iOS 14 users in line with their AppTrackingTransparency framework will have difficult implications for targeting, optimizing and measuring the effectiveness of campaigns for businesses running on mobile devices and advertising on the Internet. Apple’s changes will benefit them, while hurting the industry and the ability for businesses of all sizes to market and grow themselves effectively through personalized advertising. We believe that personalized advertising and user privacy can exist.
Also in the email, Facebook tells businesses that they have ‘no choice’ but to show the quick indication at the top of this story. Otherwise, Facebook tells businesses that it believes Apple could block Facebook and other apps completely from the App Store.
Facebook has told businesses that while it does not agree with Apple’s solution, it has ‘no choice’ but to show the sign-in prompt and continue using Apple’s device identifier for ads. The company states that it believes that Apple may block Facebook and other apps from the App Store if they do not comply, causing further harm to businesses and users who trust our services.
Finally, Facebook says that if users do not decide on the detection, there could be a decrease in ‘advertising effectiveness and limitations on measurements’.
This is not the first time Facebook has warned businesses about the potential impact of the new iOS 14 app transparency feature. Last month, 9to5Mac reports that Facebook has warned users about the impact on marketing efforts. Facebook also ran a full-page ad in U.S. newspapers to address Apple’s changes.
The App Tracking Transparency feature will be launched sometime in early 2021. Apple originally hoped to launch it with iOS 14 in September, but it eventually slowed down the feature to give developers more time to prepare.
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