Apple’s upcoming iOS 14 update will severely limit Facebook’s ability to track users on its various platforms and applications.
When iOS 14 launches this fall, users will be informed on the extent each app tracks their behaviour and what data it collects. This means apps that track users for advertising such as Facebook and Google must ask for the user’s permission before harvesting the data for advertisers, as is common practice. Users will be prompted by a notification similar to the one below:
The message is a great improvement and verbalises exactly what the app will be doing with your data. We have not seen this level of information being passed on to users in the past. Assumedly, users will be less than comfortable when faced with this notification summing up the reality that is Facebook saying, if you use my app, I will be watching you and harvesting your information. Yummy Yummy.
Used to spying on users without repercussion, Facebook was not happy, complaining in a blog post that due to Apple’s anti-tracking features, Facebook and advertising partners will be unable to use Identifier for Advertisers (IDFA) to serve targeted ads to Facebook users.
What is IDFA?
IDFA randomly generates a code that Apple assigns to a device. Google does this for Android devices as well. The software allows for the tech titans tie together strands of data and form a picture of the user’s activities and from there, advertisers can target advertisements catered towards that behavioral picture.
The change in iOS 14 forces companies to ask permission before engaging in the use of IDFA, making it a whole lot harder to sneak around with our data, as is common place. As a result of this Facebook apps on iOS 14 that include its main Facebook app, WhatsApp, Instagram and messengers will no longer collect user’s IDFA.
“Our ability to deliver targeted ads on iOS 14 will be limited… as a result, some iOS 14 users may not see any ads from Audience Network, while others may still see ads from us, but they’ll be less relevant,” said Facebook.
Facebook is not happy basically. I mean, who would be? The change would mean less advertising money for Facebook because of a reduced ability to accurately target and cater to the behaviour of users.
Honestly, Facebook is really barking up the wrong tree on this one. I mean, personally I would be more than happy to give up some ads personalised to me, if it means that some shadowy, billion dollar corporate entity does not get its greedy hands on my personal data, in effect making a nice little profit harvesting it. If I wanted to buy something, I would just do it the ol’ fashion way with a quick Google search and browse. It really is that simple.
Facebook, in the strongly worded statement, also got mad at Apple for not consulting them prior to the change.
Facebook was quoted saying, referring to Apple:
“We believe that industry consultation is critical for changes to platform policies… We look forward to continuing to engage” with industry and trade groups “to get this right for people and small businesses.”
Because we know how proactive Facebook is about letting people know about important changes right, that’s why they let us know exactly how they use and profit off the billions of user data. Oh right, no they do not.
Last year, the social media giant had to settle a USD5 billion penalty with the U.S. Federal Trade Commission over allegations relating to user’s privacy.
Facebook, let’s not be hypocritical now, eh. It really is not a good look.
