Facebook protests coming Apple iOS14 update to make IDFA tracking opt-in

Apple has announced changes to its Identifier for Advertisers (IDFA) which will make it harder for companies to track user activity within apps, as users will be specifically prompted to approve or reject all forms of data tracking.

IDFA allows app owners to track user actions within apps. The process cloaks a users’ personal information but still provides data on in-app activity – including transactions, ad clicks, acquisition sequences etc.

Users were always able to opt-out of IDFA tracking but the settings for such were not readily accessible and required some digging to find. The new update with iOS14 will make IDFA opt-in with new prompts that ask the user if they agree to being tracked.

Facebook argues that the messaging format of the prompt is discouraging and has been criticizing the update for months. Recently, the released a blog post titled ‘Speaking Up for Small Businesses’ that frames the new update as attack on SMBs.

Facebook claims that their studies show, without personalized ads powered by their own data, small businesses could see a cut of over 60% of website sales from ads. Additionally it calls out Apple for not playing by their own rules because their own personalized ad platform isn’t subject to the new iOS 14 policy. 

“We believe Apple is behaving anti-competitively by using their control of the App Store to benefit their bottom line at the expense of app developers and small businesses” said Dan Levy, VP Ads and Business Products.