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Monday, September 20, 2021

Apple’s tracking transparency could strengthen Facebook

The tracking opt-in in iOS will harm advertising companies, believes the Facebook boss. That drives more traders directly on Facebook’s platform.

Facebook boss Mark Zuckerberg seems to see an opportunity in Apple’s planned tracking transparency initiative. The opt-in for advertising tracking, which will soon be required by iOS, will lead to a drop in sales, but could be beneficial for Facebook in the long term: “I think that we could even get in a stronger position if Apple’s changes bring more companies to do business directly on our platform “, explained Zuckerberg on Friday night in a discussion group at Clubhouse. (Also Read: Mobile network providers must ensure freedom from devices)

Apple wants to require approval for advertising tracking

At the same time, the Facebook boss repeated his warning that the tracking opt-in would primarily harm smaller companies that want to win new customers through advertising. “I’m pretty concerned about the health of a lot of the companies we try to work with,” said Zuckerberg.

As of iOS 14.5, apps must first ask for permission for cross-provider advertising tracking . The advertising industry fears that many users will not give their consent. By Apple’s tracking Transparency Initiative, a portion of Facebook’s advertising business is likely to be forced into flying blind as former employees report – the effectiveness of campaigns let worse measure and devalues so the less personalized advertising. The change particularly affects Facebook’s Audience Network, which handles banners in third-party apps – it is estimated to only account for around 10 percent of Facebook’s billion-dollar advertising business.

Zuckerberg hopes for more Facebook shops

Zuckerberg’s calculation seems that in the future retailers will conduct their business on Facebook’s platform instead of via their own app or website. Facebook already has 1 million active shops that are visited by 250 million users each month, said Zuckerberg at the talk round. The shops are integrated directly into Facebook and Instagram – there Facebook can still record every user interaction in minute detail.

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