Facebook Uses Scare Tactics to Fight New iPhone Anti-Tracking Tools
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The new iOS 14.5 update includes an “App Tracking Transparency” feature, which lets iPhone users ask apps not to track their activity throughout the web. A new popup in the Instagram and Facebook apps suggests that Facebook services will not be free unless users enable the business to track their activity, a significant modification from Facebooks “totally free and always will be” mantra.
Requiring individuals to pay for its services goes versus Facebooks business design, and would anger its financiers and users. The company is not likely to make such a relocation. This popup is an attempt to terrify or guilt users into allowing tracking, which could reduce the monetary impact of App Tracking Transparency on Facebooks ads business.
Yes, internal Facebook memos dripped recently state that marketers need to expect a reduced advertisements audience due to the iPhones new App Tracking Transparency function. Certain types of ads, such as Mobile App Installs, will be useless if iPhone users opt-out of Facebook and Instagram tracking. Minimized advertisement activity might lead to lower profit for Facebook, but according to The Zuck, his service will be great.
In a recent Clubhouse interview, Mark Zuckerberg mentioned that Facebook will not have any problem browsing Apples new privacy controls. He mentions that the anti-tracking tools could require services to offer their products directly through Facebook and Instagram due to the minimized effectiveness of advertisements.
So not just is Facebooks new iOS 14.5 popup a thinly-veiled scare tactic, its likewise misleading. Facebook might profit off the brand-new App Tracking Transparency function, and if that doesnt work out, the company still wont charge users for its services. If youre utilizing an iPhone with iOS 14.5, its up to you to choose how youll use this details.
Source: The Verge, 9to5Mac, CNBC