Facebook claims new Apple iOS could hurt ad targeting

Facebook Christophe Gateau  dpa- Archivo

Facebook Christophe Gateau dpa- Archivo

Apple in its next big update for iPhone users-iOS 14- brings a range of privacy-focused features.

Facebook CFO David Wehner on Thursday said changes in the way Apple's iOS handles ad tracking tools will impact the social network's bottom line starting in the third quarter of 2020.

If you're already using iOS 14 beta, you can find the new tracking option by accessing the Privacy menu in the Settings app.

Facebook, Google or other advertising services constantly track users and store data in order to more accurately identify users' interests and needs and show the most suitable advertisement. iOS 14 will ask users if they want an app or website to follow them when they open an app for the first time. With IDFA, developers can serve targeted ads to users. Still, most users are expected to out as most users would not like to be tracked.

"We're still trying to understand what these changes will look like and how they will impact us and the rest of the industry, but at the very least, it's going to make it harder for app developers and others to grow using ads on Facebook and elsewhere", Wehner said.

The improvement is actually counted on to begin influencing Facebook's marketing in the 3rd one-fourth however it will definitely possess an even more noticable result in the 4th one-fourth, Wehner claimed.

" Our perspective is actually that Facebook as well as targeted advertisements are actually a lifeline for small companies, particularly throughout Covid, as well as our team are actually anxious that hostile system plans will definitely reduce at that lifeline at once when it is actually therefore necessary to business development as well as recuperation", Wehner claimed. However, later Instagram blamed it on a bug. Some apps have fixed this while others have promised to do so.

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