Despite vigorously campaigning against Apple’s upcoming anti-tracking rules, Facebook CEO Mark Zuckerberg said today that Facebook will be “in a good position” once Apple starts enforcing App Tracking Transparency and could even take advantage of the changes.
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“We may even be in a stronger position as Apple’s changes encourage more companies to do more business on our platforms by making it harder for them to use their data to find the customers who would like their products. outside our platforms, ”Zuckerberg said in a clubhouse meeting this afternoon.
Like CNBC points out that this is the most positive statement Facebook has made to date about Apple’s App Tracking Transparency rules. It is possible that Facebook is changing its story as it has become clear that Apple has no plans to delay the implementation of App Tracking Transparency, and Facebook’s attempts to stop it have been of little use.
With the launch of iOS 14.5, apps such as Facebook will need to obtain explicit user consent before accessing an iPhone’s advertising ID or IDFA, which is used to track the use of apps and websites for ad targeting purposes .
Facebook has spoken out against Apple’s planned privacy updates by removing full-page newspaper ads that aimed to position Apple as the enemy of small businesses. Facebook has claimed that businesses using Facebook’s advertising tools will suffer because they can’t target ads as effectively as they can now, but there are questions about how much data small businesses need to get their ads to the right customers. .
App tracking transparency affects Facebook’s view-through conversion tracking, which helps ad companies determine how many people saw an ad and didn’t click on it, but later made a purchase related to the ad. The IDFA allows Facebook to match those who buy an item with those who have seen an ad, but without the IDFA, advertisers cannot accurately measure the effectiveness of Facebook and Instagram ads.
According to CNBC, Facebook has prepared for App Tracking Transparency with the introduction of Facebook Shops and Instagram Shops, where brands can list and sell items directly on the social networks. Zuckerberg said more than 250 million people are actively using the shopping feature.