Apple vs. Facebook: Battle For User Tracking

So when a user opens an app, an explicit query will appear, listing all the information the app is tracking and giving users the option to allow it or not. As more and more people using iOS-14 devices opt for the opt-out option, personalization of ads and performance reports will be limited to in-app and web conversions.

Apple vs. Facebook: Battle For User Tracking

Apple has announced data tracking changes with iOS 14  that will change the advertising as we know it today. This will primarily affect businesses that optimize, target, and report on web conversion events from any business tool.

But simply put, what exactly does this change mean? Apple will begin requiring all apps in the App Store to ask iOS 14 users whether they agree to have their activities tracked for data collection purposes.

So when a user opens an app, an explicit query will appear, listing all the information the app is tracking and giving users the option to allow it or not. As more and more people using iOS-14 devices opt for the opt-out option, personalization of ads and performance reports will be limited to in-app and web conversions.

Facebook’s campaign, which included full-page ads in several major newspapers, proclaims that it’s ‘standing up to Apple for small businesses everywhere’, and calls on Apple to stop the change, which is scheduled to go into effect early in the new year.

Rather than just criticize, Facebook could take action – if Facebook truly believes that these changes will significantly impact small businesses, it could announce that it will increase organic reach for business Pages within its app, in order to help them “effectively reach” more of the people that have registered interest in their products and services by liking their Facebook page.

In response to Facebook’s initial ads, Apple provided this statement:

” We believe that this is a simple matter of standing up for our users. Users should know when their data is being collected and shared across other apps and websites – and they should have the choice to allow that or not. App Tracking Transparency in iOS 14 does not require Facebook to change its approach to tracking users and creating targeted advertising, it simply requires they give users a choice. “

So far, Facebook has built an empire based on its data collection processes, which it has used to launch a powerful ad targeting machine. For example, Facebook Messenger collects much more user data than other messaging apps. This platform should definitely be concerned, because when users view and compare data collected in different applications, Facebook tools can have a very bad reputation and ultimately remain most affected by these Apple changes.

No one still knows what the effects of announced updates will be, depending on how many people choose to allow data collection. Most believe that many people when they become aware of such monitoring will decide not to allow it. It’s hard to predict how the whole saga will end, but one thing’s for sure – Apple won’t give up this key “privacy feature” for the iPhone, and Facebook won’t risk losing millions of users by pulling its apps from the App Store.