Why Facebook Is Fighting Apple’s Upcoming In-App Data Tracking Changes

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Facebook is responding to the coming changes Apple has made to its Identifier for Advertisers – or IDFA – in iOS 14. When implemented in the new year, users will be asked specially to approve or reject all data tracking, making it that much harder to track user activity within downloaded apps. 

Facebook has been very vocal about the negative ramifications these IDFA changes will have, specifically highlighting its impact on small businesses.  According to the social media platform, “Facebook is speaking up for small businesses. Apple’s new iOS 14 policy will have a harmful impact on many small businesses that are struggling to stay afloat and on the free internet that we all rely on more than ever.” 

While it is admirable to show support for small businesses, especially in today’s current climate, some feel that Facebook’s tactics are a little more self serving. Many argue that instead, Facebook should make organic reach more available to small businesses in light of these new changes instead of trying to stop them all together.  

In response to Facebook’s most recent campaign Apple vs. the free internet, Apple states,  “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.”

With only a few more weeks until the new year, it will be interesting to see Facebook’s remaining efforts to halt these updates.