Apple has made it even harder for developers to mine their data on iOS 14. One of the new additions prevents advertisers from tracking you covertly across almost all apps and websites, and Facebook isn't looking forward to it.
David Wehner, the company's chief financial officer, described the upcoming update as "headwind," saying it would "make app developers and others more difficult to grow with ads on Facebook and actually outside" Apple to some extent. "
More importantly, Wehner pointed out that iOS 14 could potentially impact ad business, the social network's main source of revenue, in the later fourth quarter of this year, when Apple is expected to launch the update broadly. He added that such "aggressive changes in platform policies" also pose a threat to small businesses that rely on ad tracking, especially during a pandemic when "online is so important".
"I think we've seen these online platforms like Facebook and targeted ads really help a lot to help small businesses at a time when this online lifeline is so important, and we're concerned about being aggressive Platform policy changes will limit this lifeline at a time when companies really need it to grow, ”he said.
The particularity in question is the new consent option for iOS 14 ad tracking. IPhone developers will soon have to explicitly ask users before they can track them across apps or websites they don't own.
Each device has a unique ID that advertisers use to collect and identify the personal information collected about you from thousands of services. This way, they can show you ads that are tailored to your interests – regardless of which app or website you are on. iOS 14 does not end this practice, but makes it mandatory for developers to offer an opt-in switch.
However, Facebook is not alone. A group of several European advertisers raised similar concerns, arguing that the new pop-up warning "carries a high risk of user refusal".
Since its beta version, iOS 14 has already exposed how many developers like TikTok have secretly read everything that iPhone users have copied onto their phones. Practice has also reportedly involved LinkedIn in a lawsuit filed by a New York-based iPhone user who claimed the Microsoft company read the information on the clipboard without consent.