THE Apple postponed a privacy change in the iOS 14 that has been criticized by Facebook: Users will be able to prevent apps from tracking their activity on the iPhone and iPad. Even so, the Instagram decided to make it clear that he did not like the news planned for 2021: CEO Adam Mosseri says that this will be “problematic” especially for small companies that act as advertisers.
IOS 14, iPadOS 14 and tvOS 14 will give you the option to block tracking when opening an application. In other words, it will not be possible to obtain access to the user’s IDFA (identifier for advertisers): it is a code that allows you to target ads.
For some years, iOS had already been offering the option Limit advertising tracked on the path Settings> Privacy> Advertising; this applies to all apps, but is hidden in the system. Meanwhile, iOS 14 expands this feature and makes it very explicit for users, which can encourage them to turn off tracking.
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“If the ecosystem changes in a way that advertisers cannot measure their return on investment, it will be rather problematic for our business,” Mosseri told CNBC. He believes that this will also affect other major ad platforms, such as Google.
However, the CEO believes that the change “will be much, much more problematic for all small businesses; there are millions who trust us to target ads to customers and reach them ”.
Mosseri wants a compromise between privacy and personalization: “We believe there is a way to be really responsible and give people control and transparency over their data, but without cutting our understanding and making us operate blindly”.
Facebook estimates that tracking blocking can reduce Audience Network ad revenue by more than 50%, that is, on third-party apps and websites. Basically, people click less on advertisements that are not personalized according to the user’s tastes.
After pressure from the social network, Apple decided to “give developers time to make the necessary changes”: apps will only need to get tracking permission in early 2021. iOS 14 will be released before that, probably in October.