The confrontation between Facebook and Apple over a new iOS privacy policy that forced developers to ask users for permission to track began last year. The social network management was seriously scared that now their application would not be able to collect data about its customers as efficiently, which would lead to a decrease in income. Therefore, Facebook even launched a large-scale media campaign against Apple, deciding to hide behind a small business, allegedly trying to harm Cupertino. But then, somehow, suddenly, everything changed exactly the opposite.
Mark Zuckerberg said that Apple’s new privacy policy would only benefit his social network and other services owned by Facebook Inc. Even though a month ago, he personally criticized Apple for trying to annoy Facebook, in which he sees a competitor, today he changed his mind.
How Facebook will track users
On the other hand, Zuckerberg is very excited about the new rules for collecting user data because not only will it not reduce Facebook’s revenue, but it will even allow it to earn more than before. At least he pretends that he is glad or really the experts of the advertising market working for Zuckerberg have found such an extraordinary way out of the situation.
We will probably find ourselves in an even stronger position after the introduction of new Apple requirements than before. Indeed, due to the tightening of the rules for collecting user data, our commercial partners, who will find it more difficult to find customers, will probably want to introduce more advertisements on our platforms. This is necessary in order to keep the performance of advertising, which will no longer be personalized, at the same level. Therefore, we at Facebook do not see any reason for concern, – said Zuckerberg in an interview with CNBC.
This 180-degree turn in rhetoric looks rather strange, considering that until recently, Facebook bought advertising space in major print and online publications to publish criticism of Apple and attracted all kinds of experts who made the necessary conclusions for the social network about the dangers of a tracking ban.
Facebook Ads on iOS
It’s just that at some point, Facebook’s management came to understand that no matter what they did, Apple would never abandon the introduction of a new privacy policy. And if so, then it makes no sense to conflict out of the blue. It would help if you learned to exist and run a business in a new reality, but what you don’t need to do is make yourself look like fools who have been tricked.
Just imagine what would have happened if Facebook had kept the same rhetoric. After all, after introducing a mandatory tracking request, it would become obvious that the social network was left with a nose. This could greatly undermine the credibility of the company and the services that it owns. True, not among users, but investors. Still, this stuffing was done more for them than for you and me. Facebook could not show that it could not defend its interests, and she quickly changed her shoes.
Whether Facebook will benefit from Apple’s new rules, which will take effect in the spring with the release of iOS 14.5, it’s hard to say. On the one hand, ad personalization will decrease, and this will reduce its conversion. But, on the other hand, if all advertisers are now on an equal footing on iOS, it is obvious that we need to act more aggressively. When taken not by quality but by quantity, the increase in the number of advertisements also has a right to life. But whether users will approve of the abundance of advertising is a big question.