In an ongoing dispute with Apple over transparency of application tracking, Facebook has announced that it will encourage users to locate with ‘additional context’ on a dedicated screen, according to an updated blog post.
iOS 14’s app traceability feature requires developers to obtain permission from a user to track their activity on apps and websites, and access their device’s random ad identifier. Users will be prompted with the options to ‘Allow to locate’ or ‘Request the app not to locate’ when opening apps, such as Facebook, that want to track their activities.
If a user selects ‘Ask the app not to track’, Apple will block the app developer from accessing the user’s ad identifier. The developer is also expected to respect the tracking preference of the user in general, which means that they can not use other methods to track the user, otherwise their app may come from the App Store.
After a series of heavy-handed public attacks on Apple in recent months, which in part claimed that transparency through tracking apps would harm small businesses, it looks like Facebook has now changed its approach and is now actively encouraging users to ‘Allow to track’.
As we shared in December, we do not agree with Apple’s approach, but will show them their speed to ensure stability for the businesses and people who use our services. Apple’s new designation suggests that there’s a compromise between personal ads and privacy; while in reality we can provide both. The Apple message also provides no context on the benefits of personalized advertising.
Facebook will show users a screen in its app before displaying Apple’s transparent notification of Apple Tracking, with information on how the company uses personalized ads, which it says ‘support small businesses and keep apps free’. The company warned that users who did not want to be tracked would still see ads, but that they would be less relevant. ‘
Consent to these directions does not result in Facebook collecting new types of data. It just means we can continue to give people better experiences. We feel that people deserve the additional context, and Apple has said that the provision of education is allowed.
It is believed that Facebook is currently preparing a lawsuit against Apple for the function of tracking the transparency of apps, including allegations, which according to the company is competitive.