Despite fighting strongly against Apple’s tracking rules against Apple, Facebook CEO Mark Zuckerberg said today that Facebook will be ‘in a good position’ when Apple begins to maintain the transparency of the app tracking and can even benefit from the changes.
/article-new/2021/03/Facebook-Feature.jpg?resize=560%2C315&ssl=1)
“It’s possible that we could be in an even stronger position if Apple’s changes encourage more businesses to trade more on our platforms by making it harder to use their data to find the customers who sell their products outside of our platforms. ” Zuckerberg said during a clubhouse meeting this afternoon.
As CNBC points out, this is the most positive statement Facebook has ever made about Apple’s rules for tracking average app. It is possible that Facebook is changing its story, as it has become clear that Apple does not intend to delay the implementation of transparency by tracking information, and Facebook’s efforts to stop it have received little steam.
With the launch of iOS 14.5, apps like Facebook need to get explicit user permission before they can access an iPhone’s advertising ID or IDFA, which is used to track the use of apps and websites for advertising purposes.
Facebook opposed Apple’s planned privacy updates, and ran full-page newspaper ads aimed at positioning Apple as the enemy of small businesses. Facebook has claimed that businesses using Facebook’s advertising tools will suffer because they can not target ads as effectively as they do now, but there are questions about how much data small businesses need to get their ads to the right customers. .
Transparency tracking of applications will affect Facebook’s conversion tracking, which allows ad companies to determine how many people saw and did not click on an ad, but later made a purchase related to the ad. The IDFA allows Facebook to compare those who buy an article 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 to CNBC, Facebook is preparing for the transparency of applications with the launch of Facebook stores and Instagram stores, where brands can list and sell items directly on the social networks. Zuckerberg said more than 250 million people actively use the store feature.