If you’ve been following Facebook updates for the last few months, you are probably aware that there has been a lot of discussion (not all of it friendly) around Facebook and Apple after Apple announced the release of its iOS 14 operating system.
If this is new information for you, don’t worry! Here’s what you need to know:
What Changes Are Happening with Apple’s iOS 14 Release?
The release of Apple’s newest operating system introduces a new stance on privacy.
Historically, app owners had the ability to track the data of their users, typically building that into the terms and conditions users would accept upon installation. With the release of the new iOS 14 update, this is no longer the case. Two big changes are happening that are intended to increase transparency and protect users’ data:
- Apple will now require every app to include a “privacy nutrition label,” or an easy-to-view summary of the developer’s data collection practices. The idea behind this is to inform users what type of information the app developers have access to. This will provide more control to the user to protect what they do not want to share. The label will give app users insight into how their data will be used, including tracking abilities and how the data is or isn’t linked back to the user.
- App Tracking Transparency will also be rolled out by Apple with the next update, and it will require apps to obtain permission from users before tracking data across apps or websites. This change will give Apple users the ability to view which apps have requested to track their data. Users will also have the ability (under this same “Settings” section) to make changes as they see fit and take control of their own data privacy.
When is the Change Happening?
Information about the exact timeline has been vague on Apple’s side, but it is thought that the next beta update to iOS 14 will encompass the new App Tracking Transparency feature. The general timeline is reported to be Spring 2021.
What Does This Mean for Facebook Advertisers?
This means that advertisers will potentially have less data to use in order to track and target their audience on the Facebook platform.
While it does not actually remove the ability for data tracking, it does offer Apple users much more control over who has access to their data and for what purposes. Facebook is predicting that by allowing users the option to opt out of data collection on its app, this will result in limited ad personalization and performance across the platform, specifically with app and web conversion events.
While much of the information we have right now is still speculation, Facebook is suggesting that advertisers take certain steps to prepare for future changes so that ads can continue to deliver uninterrupted. Some of these include domain verifications, pixel conversion event prioritizations, and preparing for new reporting limitations. You can read all about Facebook’s suggestions here.
Follow Compulse to stay up-to-date on all the new Facebook advertising changes we can expect to see over the next year.