Apple plans to implement a new feature on iOS soon. This allows the user to refuse the tracking of their behavior on applications and websites, tracking operated by certain services, including Facebook. Developers who use this tracking functionality will soon have to ask the user for authorization.
For the moment, this new feature is not in place. Heshould be in spring.
It is obviously not unanimous. Facebook has repeatedly criticized Apple over this. Mark Zuckerberg's group even went so far as to say that the addition of this new functionality would mainly impact small merchants.
But according to new information collected by the American channel CNBC from a former employee of the social network,the actor who has the most to lose is obviously Facebook directly.
Indeed, the source, named Henry Love, explains that most small businesses won't even notice the difference when users opt out of cross-app Facebook tracking. For what ? Quite simply because they do not need the information collected via this functionality. He takes the example of a small coffee business located in Texas. The latter, to advertise, needs geolocation and age information to target its marketing, information that it can already obtain simply through Facebook and without cross-application tracking.
Stopping this tracking will especially have an impact on the accuracy of the conversion data for advertisements launched by Facebook. Indeed, via cross-application tracking, the social network is able to tell if a user has purchased a product for which they have previously seen an advertisement. This is valuable information for measuring the effectiveness of a marketing campaign. And if Facebook loses precision on this subject,third-party companies could consider turning to competitors rather than continuing to use the social network.
These data collected outside Facebook, by Facebook are thereforecapitalsfor the company and its advertising department.
Mark Zuckerberg, however, understood that there was nonothing can be done to change Apple's mind on this subject. This is why the platform's strategy is now to try to coax users by telling them on the one hand that refusing inter-application tracking willimpact small businesses, on the other hand that accepting cross-application tracking allows Facebook to offer abetter user experience…
“And the groundhog puts the chocolate in the aluminum foil…”
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Editor-in-chief for iPhon.fr. Pierre is like Indiana Jones, looking for the lost iOS trick. Also a long-time Mac user, Apple devices hold no secrets for him. Contact: pierre[a]iphon.fr.
