Apple’s restriction about app advertisement tracking is perhaps focused on privacy for users, but it is clearly making Facebook unhappy. Announced as a part of iOS 14, developers will need to ask users for their permission so that their apps can use IDFA identifiers for ad targeting.
For Facebook, this means the end of its Audience Network. It is something Facebook uses to target ads on other websites and apps on iOS. Apple delayed the actual change until early 2021 but the change is coming whether Facebook likes it or not.
To resent this, Facebook printed full-page ads in The New York Times, Wall Street Journal, and Washington Post. The Palo Alto company declared that it’s “standing up to Apple for small businesses everywhere”. It also published a blog post and website making the same argument.
Facebook’s VP of ads and business products, Dan Levy, spoke to reporters about the issue. He says that small businesses rely on targeted ads so that they can run an efficient advertisement campaign. Their budget is also small. He added that if Apple moves ahead with its plan, “Small businesses will struggle to stay afloat and many aspiring entrepreneurs may never get off the ground.”
It will be interesting to know how the event unfolds between Apple and Facebook. Watch out this space for more updates.
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