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| Facebook warns that Apple's new measures will harm small app companies |
Facebook warned today (Wednesday) that Apple plans to change privacy rights in the upcoming version 14 of the iOS operating system, which will "relatively" affect thousands of developers who use Facebook's tools to display ads in external applications.
In response to Apple's new rules, the social media giant said in a blog post: It will make changes to its ad campaigns that require increased user notifications to track ads and will take effect when the next iPhone arrives online and starts fall 2020.
Facebook added that it was considering discontinuing a tool called Audience Networking on the iPhone that thousands of developers have placed on its apps to display ads. On the other hand, Facebook collects data about app users that run these ads.
Over the years, Apple has introduced a tool called (Advertiser Identifier), or IDFA, that allows Facebook and others to participate in tracking users between apps. However, in June of last year, the company announced that such activities require pop-up notifications. The app wants "permission to track other companies' apps and websites." Digital advertising experts expect that most users will withhold this permission.
Facebook said in a blog post, "This could void Apple Audience Network updates on iOS 14, so it might not make sense to post them on iOS 14."
Instead of tracking tools previously provided to advertisers, Apple has developed a new ad network technology aimed at better protecting user privacy. Facebook announced today, Wednesday, that it will stop using old Apple tracking tools in its own applications, and will introduce new products from Apple, despite saying that Apple's new technology "limits the data available to the company that performs its activities and can evaluate."
For ads that require users to install new mobile apps, the changes announced on Facebook on Wednesday are likely to be more difficult.
By setting the price on consumers who use free, ad-supported apps, Apple's decision to limit its advertising activities might be seen as anti-competitive, said John Nardon, CEO of Flashtalking, an adware company.