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Facebook is not happy with Apple iOS 14, which could harm its ad business

With iOS 14 app developers, they will need to request permission before you or your device follow it through non-owned apps and websites so they can target you with the right ads and measure your actions with these ads, and then sell/share your information with data brokers.

David Winner, Facebook’s chief financial officer, told CNBC that they feared iOS 14 would have a negative impact on how Facebook was running its ads. (9to5Mac)
Apple’s upcoming iOS 14 brings a number of features that will allow users to control exactly what data each app can access, including clipboard notifications and an option to disable cross-app tracking as well.

 

According to a 9to5Mac report, Facebook’s chief financial officer David Wehner told CNBC that they feared iOS 14 would have a negative impact on how Facebook was running its ads. And since a large portion of the company’s revenue comes from advertising, any obstacles to this practice will hurt Facebook’s business.

Wehner said they are trying to understand what these changes would look like once iOS 14 was officially released and how it would affect the company and the industry at large. But as long as it’s already visible, it will be difficult for app developers and others to grow through ads on Facebook and other platforms.

The feature Wehner was referring to in particular is an option in iOS 14 that allows users to disable cross-app tracking. Developers use tracking tools to identify users in different applications and sites so that they can be targeted with ads based on what has been accessed on their devices. Even if iOS users leave this option enabled, third-party apps must request permission to be able to track and collect personal data.

Apple has stated that iOS 14 app developers will need to request permission before you or your device are tracked through non-owned apps and websites in order to target you with the correct ads and measure your actions through these ads and then sell/share your information with data brokers.

 

Facebook’s view is that targeted advertising is the lifeblood of small businesses, especially at a time like this when the global epidemic has seriously disrupted the economy. Weiner said the aggressive platform policy “will be cut in the line of life.”

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