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As Apple prepares to implement App Tracking Transparency changes in iOS 14.5, CNBC spoke with several former Facebook employees to get details on why Facebook has been so heavily against the planned privacy updates.

Apple-vs-Facebook-feature.jpg

Starting this spring, Facebook and other app developers will need to get express permission to access a user's advertising identifier, or IDFA, which is used to track usage across apps and websites for ad targeting purposes. Facebook has campaigned heavily against App Tracking Transparency, taking out full page newspaper ads and attempting to position Apple as an enemy of small businesses.

One of Facebook's main arguments is that Apple's changes will hurt businesses that use Facebook's advertising tools, but former Facebook employee Henry Love told CNBC that for many businesses, the change might not even be noticeable.

Less ad tracking data will prevent Facebook and its clients from targeting ads as effectively as they can now, but a lot of businesses may not need much data for effective ad targeting. A small coffee shop in Texas, for example, likely uses broad targeting categories like zip code and age range for ads, which is data that Facebook can collect from its own apps without the need for the IDFA.
"If you talked to any restaurant owner anywhere and asked them what IDFA is, I don't think any of them would know what that is," Love said. "It's affecting Facebook at scale. Not the small business owners."

Among the few "small business owners" who might feel the effects of the IDFA change are start-ups backed by venture capital money who have hired professionals with the skills to target users with sniper precision, Love said.
People who are targeting users across mobile, web, and the Facebook Audience Network with the IDFA are "not small businesses," with Love calling such companies "sophisticated, VC-backed startups."

App Tracking Transparency will threaten Facebook's view-through conversion tracking, a metric that lets ad companies figure out how many people saw an ad, didn't click it, but later made a purchase related to the ad. Retailers can record the info of the person who bought an item and then share it with Facebook, with Facebook able to determine whether that person's IDFA matches with a user who saw an ad for the product purchased.

CNBC says that the loss of this info could heavily impact Facebook because if advertisers can't accurately measure the effectiveness of Instagram and Facebook ads, they might shift more of their budget to other apps and services.

Facebook's Audience Network, which provides advertisements in non-Facebook apps, will also be impacted because it uses IDFA data to choose the best ads to show to users based on Facebook data. If users opt out of sharing the IDFA, Facebook's ad personalization efforts will be rendered useless outside of its own apps.

Facebook is planning to ask users for permission to access the IDFA, and is testing wording that suggests the tracking will provide a better ad experience. Facebook test prompts encourage customers to allow IDFA usage to "support businesses that rely on ads to reach customers."

Article Link: Former Employees Explain What Facebook Has to Lose When Apple Implements App Tracking Transparency
 
Facebook is the new MySpace of 2021. They messed with the wrong top dog - Apple. PRIVACY! something Apple admires and lives by it every single day.

Hey Zukerberg, find yourself a new career. Don’t even bother crying to Apple now. ??

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Wait till iOS 14.5 drops. Oh yeah! It’s coming to get you... you probably have less then a month left...

I’ll give you a head start from all the headache you have been getting Sir!


Good Luck on your interview with Apple.
 
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hot-gril

macrumors 68000
Jul 11, 2020
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Northern California, USA
App Tracking Transparency will threaten Facebook's view-through conversion tracking, a metric that lets ad companies figure out how many people saw an ad, didn't click it, but later made a purchase related to the ad. Retailers can record the info of the person who bought an item and then share it with Facebook, with Facebook able to determine whether that person's IDFA matches with a user who saw an ad for the product purchased.
This article is spot-on. Only precision advertisers use this, usually big companies. If anyone small is affected, it's appmakers trying to earn money showing those big companies' ads in their apps.

I don't really care who's big or small. The reason I don't like advertising is that it's nearly a zero sum game. The advertisers are competing against each other while not really producing anything out of it, and the advertising firms collectively earn trillions(?) of $ in revenue yearly. So, let it burn.
 
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DummyFool

macrumors regular
Jan 15, 2020
243
386
Facebook took the wrong approach on this. Instead of making it a very publicize issue they should have negotiated an annual payment with Apple to not implement this. The same way Google pay Apple billions to be the search engine.

Now it's so public that Apple could not backtrack without loosing face.
 

MacLawyer

macrumors 6502a
Aug 1, 2009
730
1,883
U.S.A.
How many people here are still actively using Facebook? I've found myself looking at it less & less. So these changes are not even going to remotely impact my use of Facebook. It's like a fart in the wind. On Saturn.
Grandparents love FaceBook. Their children post the grand-babies on FB and grandma and grandpa lap it up. I tell my wife FB is evil but she just stares at me. LOL
 

gnasher729

Suspended
Nov 25, 2005
17,980
5,562
What I hate about targetted advertising is (a) that it is really, really bad at showing things I might interested in, and (b) that it is absolutely creepy. It mostly puts me off from buying from these places at all.

And the idiocy that once you bought a new washing machine, everyone and their dog tries to sell you another one. Guys, I just bought a new washing machine. Now guess what I won't need for the next years.
 
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