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MacRumors

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Original poster
Apr 12, 2001
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Despite campaigning heavily against Apple's upcoming anti-tracking rules, Facebook CEO Mark Zuckerberg today said that Facebook will "be in a good position" when Apple begins enforcing App Tracking Transparency and could even benefit from the changes.

Facebook-Feature.jpg

"It's possible that we may even be in a stronger position if Apple's changes encourage more businesses to conduct more commerce on our platforms by making it harder for them to use their data in order to find the customers that would want to use their products outside of our platforms," Zuckerberg said in a Clubhouse meeting this afternoon.

As CNBC points out, this is the most positive statement that Facebook has made yet about Apple's its App Tracking Transparency rules. It's possible that Facebook is changing its narrative 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 gave gained little steam.

With the launch of iOS 14.5, apps like Facebook will have to get express user permission before accessing an iPhone's advertising identifier or IDFA, which is used to track usage across apps and websites for ad targeting purposes.

Facebook has railed against Apple's planned privacy updates, taking out full page newspaper ads that aimed to position Apple as the enemy of small businesses. Facebook has claimed that businesses that use Facebook's advertising tools will suffer because they won't be able to target ads as effectively as they can now, but there are questions about how much data small businesses need to get their ads in front of the right customers.

App Tracking Transparency will impact Facebook's view-through conversion tracking, which lets ad companies determine how many people saw an ad and didn't click it, but later made a purchase related to the ad. The IDFA allows Facebook to match up those who buy an item with those who saw an ad, but without the IDFA, advertisers will not be able to accurately measure the effectiveness of Facebook and Instagram ads.

According to CNBC, Facebook has been preparing 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 that more than 250 million people are actively using the shops feature.

Article Link: Zuckerberg Now Claims Apple's App Tracking Transparency Rules Could Benefit Facebook
 

svanstrom

macrumors 6502a
Feb 8, 2002
787
1,726
🇸🇪
If FB end up the best source of information about tracked and profiled people I'm happy about it, because that first boost of more companies wanting to do more business there will soon turn into governments wanting to scrutinise what the duck is going on with all that concentrated data about people…
 
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BWhaler

macrumors 68040
Jan 8, 2003
3,231
4,268
I had this thought, so I’m sure Zuck knew it all along. If you can’t find information about a user from app signals, then you’ll need to buy the understanding from Facebook or Google.

My guess is:
1. What they are worried about is what Apple does next. Will they make a change in iOS 15/16/17 that FB can’t live with.
2. Like the Chinese, they have found a way around it.
 
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Seoras

macrumors 6502a
Oct 25, 2007
590
1,355
Scotsman in New Zealand
I thought this guy was supposed to be smart?
He has the only platform that has the ability to profile your likes, dislikes, geography, friends, interests, age, sex, demography, family, etc, etc and he still thinks he needs to track you?
That's a huge advantage over all other advertising mediums. Of course it's in his advantage!
What a child...
 
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netspider01

macrumors newbie
Jan 8, 2021
1
7
"It's possible that we may even be in a stronger position if Apple's changes encourage more businesses to conduct more commerce on our platforms by making it harder for them to use their data in order to find the customers that would want to use their products outside of our platforms"

Is this English?
 
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niroola

macrumors newbie
Oct 4, 2010
14
14
SoCal
FB App: Hey check out this cool new FB feature! Just click "OK" to start using!
* User clicks OK without reading popup *


How I imaging they plan to get around this.
 
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Theyayarealivin

macrumors demi-goddess
Jun 18, 2013
5,137
11,281
Las Vegas, Nevada
I think he's saying that FB can track people anyway, so companies/devs will defer to FB to track their customers instead of attempting to do it themselves, since Apple has made it more difficult.
M

My only guess is that he means other apps/companies that collect data will be hindered by Apple's new restrictions, but since Facebook has so much of your personal information anyway to target you with advertising, it would be to their advantage. I'm not so sure either though.
He doesn’t know what he’s talking about I think...
 
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