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Home / Technology / Facebook is concerned that iOS 14 could harm its ad business

Facebook is concerned that iOS 14 could harm its ad business



IOS 14 provides a number of features that allow users to control what data each app can access, including clipboard notifications and the option to turn off tracking between apps. These features are already causing problems for some developers, and Facebook is particularly worried about their ad business before making these changes.

Facebook chief financial officer David Wehner said CNBC Today, the company fears that iOS 14 will negatively impact its advertising on Facebook. Since the company’s revenue comes mostly from ads, any attempt to disrupt such practices will hurt Facebook’s business.

We’re still trying to figure out what these changes will look like and how they will affect us and the rest of the industry, but at least it will make it harder for app developers and others to grow with Facebook and Facebook ads. kitur.

Wehner points to a new option included in iOS 1

4 that allows users to turn off tracking between apps. Developers use tracking tools to identify each user on different apps and websites so they can target ads based on what you access on your device. Even if users leave this option enabled, third-party applications will need to ask permission to track and collect your personal information.

Here’s how Apple describes this feature:

Apple requires app developers to seek permission before monitoring you or your device on any apps or websites that do not belong to them in order to direct advertising to you, evaluate your advertising performance, or share your information with data brokers.

David Wehner says the Facebook advertising platform is very important for small businesses because anyone can easily advertise their products and services to millions of people. The company forecasts 10% revenue growth in the third quarter, but Facebook now expects to decline in the fourth quarter as iOS 14 becomes available to the public this fall.

However, it is unclear how Apple will verify that these applications collect personal data through other applications and websites.

“Our view is that Facebook and targeted ads are a lifeline for small businesses, especially in Covid times, and we are concerned that aggressive platform strategies will diminish at a time when this is critical to the growth and recovery of small businesses. Wehner said.

If you’re already using iOS 14 Beta, you can find the new tracking option by visiting the “Settings” menu in the “Settings” app.

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