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Facebook has raised concerns that iOS 14 could hurt its advertising business



iOS 14 provides a set of features that allow users to control what data each app can access, including notifications on the clipboard, as well as an option to disable inter-app tracking. These features are already causing problems for some developers, and Facebook in particular was concerned about its advertising business before these changes.

That’s what Facebook chief financial officer David Wener said CNBC Today, the company fears that iOS 14 will have a negative impact on the way Facebook manages its ads. Since the company’s revenue comes largely from advertising, any attempt to thwart such practices will harm Facebook’s business.

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7;re still trying to figure out what these changes will look like and how they’ll affect 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 develop with ads on Facebook and elsewhere.,,

Wehner refers to a new option included in iOS 14 that allows users to disable tracking between applications. Developers use trackers to identify each user in different applications and websites so that they can target ads based on what access you have to your device. Even if users leave this option enabled, third-party applications will need to request permission to track and collect your personal information.

Here’s how Apple describes this feature:

Apple requires application developers to ask for permission before tracking you or your device on apps or websites they don’t own to target your ad, measure your advertising activity, or share your information with data brokers.

David Wener argues that Facebook’s advertising platform is crucial for small businesses, as anyone can easily promote their products and services to millions of people. The company forecasts revenue growth of 10% for the third quarter, but now Facebook expects a decline in the fourth quarter, after iOS 14 becomes available to the public this fall.

However, it is not clear how Apple will verify whether these applications collect personal data through other applications and websites.

“We believe that Facebook and targeted advertising are a leading line for small businesses, especially during the Covid era, and we are concerned that the platform’s aggressive policies will reduce this line at a time when it is so important for small growth and recovery. business. said Wechner.

If you’re already using iOS 14 beta, you can find the new tracking option by opening the privacy menu in the Settings app.

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