As you know, one of the main new features of iOS 14.5 is the integration of the anti-ad tracking system. baptized Application Tracking TransparencyThis protocol now has applications ask users for permission before collecting personal data.
Certainly, This new feature greatly disturbs social networksand especially Facebook, which derives the vast majority of its revenue from the collection and use of personal data for advertising purposes. Following Apple’s announcement, Facebook even threatened iPhone users that the social network would make money if they continued to block ad tracking.
App Tracking Transparency, in effect since the end of May 2021, is already being used by multiple people 75% of iPhone owners According to analytics firm Branch. And frankly, mass adoption of this new protocol will make Facebook a state of complete panic. Deprived of this valuable personal data, the social network is apparently no longer able to provide certain important data to its advertisers.
Also read: Facebook still tracks your iPhone after iOS 14.5; Here’s how to stop being tracked
Apple’s anti-tracking feature is destroying Facebook’s business model
This prevents them from knowing whether their ads are performing. Therefore, buyers who purchased ad placements on Facebook in May 2021 were unable to obtain information about direct sales to their customers. Moreover, Facebook can no longer tell advertisers which users to target for a particular product or retarget customers who have already purchased a product. It’s all due to the lack of detailed statistics.
Actually Facebook needs to make changes otherwise it will see The economic model is collapsing like a house of cards. According to Mark Zuckerberg’s statements, the social network is currently working.”“On new advertising features that require less data to measure the success of an ad.” Facebook also plans to develop other methods of serving ads based on collecting data stored on the user’s iPhone.
“Apple’s policies harm companies’ ability to use their advertising budgets effectively and efficiently, and the restrictions Apple creates stem from the companies’ own interests. We believed that targeted ads and user privacy could coexist.” reassures a Facebook salesperson.
Source : TelephoneArena
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