Jordan Bevan
Facebook on Monday started showing Apple users a prompt to encourage them to allow ad tracking explaining how it will affect their ad experiences, due to Apple’s upcoming App Tracking Transparency feature which will require developers to get user permission to continue tracking their activities.
‘’We disagree with Apple’s approach, but will be showing their prompt to ensure stability for the businesses and people who use our services,’’ said Dan Levy, Facebook’s VP of Ads and Business Products in a blog post. ‘’Apple’s new prompt suggests there is a tradeoff between personalized advertising and privacy; when in fact, we can and do provide both.’’
‘’To help people make a more informed decision, we’re also showing a screen of our own, along with Apple’s. It will provide more information about how we use personalized ads, which support small businesses and keep apps free.’’
He added that if users will accept the prompts, their ad experiences will not be affected. However, if they don’t opt in, they will continue to see ads which will be less personalized.
Apple first announced the controversial App Tracking Transparency feature at the Apple Worldwide Developer Conference 2020 and said it would roll out with iOS 14. However, after a short while, the company delayed the privacy feature following the harsh criticism in the mobile ecosystem.
In December, Apple threatened to remove apps that don’t comply with the App Tracking Transparency feature and last week, it announced that the privacy feature will roll out in early spring with an iOS14 update.
Meanwhile, the company added a new rule in its updated App Store Review Guidelines requiring users to get an explicit permission from users via the App Tracking Transparency API.
Facebook has been criticizing Apple’s controversial privacy feature since Apple first announced it, citing how it would negatively impact small businesses around the world.
After Apple’s announcement, Facebook released a couple of blog posts highlighting the potential impact of the deprecation of IDFA on Facebook’s Audience Network.
In December, Facebook ran full-page newspaper ads in major papers such as the New York Times, the Washington Post, and the Wall Street Journal accusing Apple of anti-competitive behaviour. It also released a blog post named Speaking Up for Small Businesses where Dan Levy criticized Apple’s privacy changes and said: ”We disagree with Apple’s approach, yet we have no choice but to show their prompt.”
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