IOS 14 introduces a range of features that allow users to control what data each app can access, including notifications on the clipboard and also an option to disable tracking between apps. These factors are already causing problems for some developers, and Facebook in particular is concerned about its advertising business before these changes.
Facebook Chief Financial Officer David Wehner said CNBC today the company fears that iOS 14 will have a negative impact on how Facebook operates its ads. Because the company’s revenue comes largely from ads, any attempt to thwart this practice will hurt Facebook’s business.
We are still trying to understand what these changes will look like and how they will impact us and the rest of the industry, but at the very least, this will make it harder for app developers and others to grow by using ads on Facebook and elsewhere.
Wehner refers to a new option included with iOS 14 that allows users to disable tracking between apps. Developers use trackers to identify each user in different applications and websites so they can target ads based on what they access on your device. Even if users leave this option enabled, third-party apps will have to ask for permission to track and collect your personal data.
Here’s how Apple describes this feature:
Apple requires app developers to ask permission before they track you or your device from an app or website they don’t own in order to target advertising to you, measure your advertising actions, or share your information. with data brokers.
David Wehner argues that Facebook’s advertising platform is critical for small businesses because anyone can easily promote their products and services to millions of people. The company predicts a 10% revenue growth for the third quarter of the year, but now Facebook expects a fourth-quarter decline once iOS 14 becomes available to the public this fall.
However, it is unclear how Apple will verify whether these apps are collecting personal data through other apps and websites.
“Our view is that Facebook and targeted ads are a lifeline for small businesses, especially in Covid’s time, and we are concerned that the platform’s aggressive policies will be cut in that direction. the lifeline at a time when it is essential for small business growth and recovery. “Wehner said.
If you’re already running iOS 14 beta, you can find the new tracking option by accessing the Privacy menu in the Settings app.
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