iOS 14 introduces a number of features that allow users to control what data each app can access, dramatically improving privacy. However, Facebook believes that these innovations could cause considerable damage to the advertising industry.
David Wehner, chief financial officer of Facebook, told CNBC that the company was concerned that iOS 14 would negatively impact the way Facebook handles its ads. Since much of the company’s revenue comes from advertising, any attempt to obstruct this practice will hurt Facebook’s business.
“We’re still trying to figure out what these changes will be and what impact they will have on us and the rest of the industry, but it will certainly make the growth of app developers and other users who use ads on Facebook and elsewhere more difficult. “
Wehner refers to a new option included in iOS 14 that allows users to turn off tracking between apps. Developers use trackers to anonymously identify each user in different apps and websites so that they can target ads based on how the user uses their device. Even if the tracking ID option remains active, third party apps will need to request permission for monitoring and collecting personal data.
Here’s how Apple describes this feature:
“Apple asks app developers to ask permission before tracking you or your device on applications or websites they don’t own in order to target personalized ads, measure your actions for advertising purposes, or share your information with data brokers. “
David Wehner says Facebook’s advertising platform is essential for small businesses because anyone can easily promote their products and services to millions of people. The company expects revenue growth of 10% for the third quarter, but Facebook is also talking about a decline in the fourth quarter once iOS 14 becomes available to the public.
However, it is not yet clear how Apple will check if these apps are collecting personal data through other third-party apps and websites.
“We believe that Facebook and targeted ads are a lifeline for small businesses, especially in the days of Covid, and we are concerned that aggressive platform policies will reduce this lifeline to the times in what is so essential for small business growth ”, concludes Wehner.
If you’re already using iOS 14 beta, you can find the new monitoring option by going to the Privacy menu in the Settings app.