Zuckerberg Now Claims Apple's App Tracking Transparency Rules Could Benefit Facebook

Despite campaigning heavily against Apple's upcoming anti-tracking rules, Facebook CEO Mark Zuckerberg today said that Facebook will "be in a good position" when Apple begins enforcing App Tracking Transparency and could even benefit from the changes.

Facebook Feature
"It's possible that we may even be in a stronger position if Apple's changes encourage more businesses to conduct more commerce on our platforms by making it harder for them to use their data in order to find the customers that would want to use their products outside of our platforms," Zuckerberg said in a Clubhouse meeting this afternoon.

As CNBC points out, this is the most positive statement that Facebook has made yet about Apple's its App Tracking Transparency rules. It's possible that Facebook is changing its narrative as it has become clear that Apple has no plans to delay the implementation of App Tracking Transparency, and Facebook's attempts to stop it gave gained little steam.

With the launch of iOS 14.5, apps like Facebook will have to get express user permission before accessing an iPhone's advertising identifier or IDFA, which is used to track usage across apps and websites for ad targeting purposes.

Facebook has railed against Apple's planned privacy updates, taking out full page newspaper ads that aimed to position Apple as the enemy of small businesses. Facebook has claimed that businesses that use Facebook's advertising tools will suffer because they won't be able to target ads as effectively as they can now, but there are questions about how much data small businesses need to get their ads in front of the right customers.

App Tracking Transparency will impact Facebook's view-through conversion tracking, which lets ad companies determine how many people saw an ad and didn't click it, but later made a purchase related to the ad. The IDFA allows Facebook to match up those who buy an item with those who saw an ad, but without the IDFA, advertisers will not be able to accurately measure the effectiveness of Facebook and Instagram ads.

According to CNBC, Facebook has been preparing for App Tracking Transparency with the introduction of Facebook Shops and Instagram Shops, where brands can list and sell items directly on the social networks. Zuckerberg said that more than 250 million people are actively using the shops feature.

Top Rated Comments

obamtl Avatar
27 weeks ago
Translation: We've found new ways to make more money off people's data, so we're no longer as mad.
Score: 59 Votes (Like | Disagree)
moabal Avatar
27 weeks ago
The lizard king has spoken!

I mean what else is he going to say now that he ”lost”? He went through the five stages of grief in the last few weeks.
Score: 47 Votes (Like | Disagree)
Sinequanon83 Avatar
27 weeks ago

"It's possible that we may even be in a stronger position if Apple's changes encourage more businesses to conduct more commerce on our platforms by making it harder for them to use their data in order to find the customers that would want to use their products outside of our platforms"
What?
Score: 40 Votes (Like | Disagree)
cbaca51 Avatar
27 weeks ago
Is this like reverse psychology? Lol
Score: 30 Votes (Like | Disagree)
Apple_Robert Avatar
27 weeks ago
If only people en mass had the courage to get rid of all things Facebook at once. I would love to see Zuckerberg suffer.
Score: 26 Votes (Like | Disagree)
gtmead09 Avatar
27 weeks ago
[HEADING=2]I fixed the title…….[/HEADING]
[HEADING=2]Apple Warns Facebook Company Not to Circumvent App Tracking Transparency Rules[/HEADING]

?
Score: 16 Votes (Like | Disagree)

Top Stories

tim cook data privacy day

Tim Cook Responds to Facebook Criticism of iOS App Tracking Transparency Changes, Says It's 'Hard To Argue Against' Privacy

Saturday April 3, 2021 1:26 am PDT by
In a preview of an interview with The New York Times' Kara Swisher, set to be published on Monday, April 5, Apple CEO Tim Cook said he's "shocked" at the criticism Apple has received in recent months over upcoming privacy changes in iOS, and claimed that they're "hard to argue against." Apple plans to begin enforcing App Tracking Transparency (ATT) changes following the release of iOS 14.5,...
maxresdefault

Apple Shares New 'Tracked' Ad With Humorous Real-World Analogy of App Tracking Transparency

Thursday May 20, 2021 9:17 am PDT by
Apple today shared a new privacy-focused ad on its YouTube channel, highlighting App Tracking Transparency on the iPhone. In the spot, a man orders a coffee, and the barista follows him out as he gets in a cab, providing his date of birth to the cab driver. The cab driver and the barista follow him throughout his day, keeping track of his whereabouts and viewing his personal data....
Facebook Hacked Feature

Mark Zuckerberg's Details Leaked in Facebook Data Breach

Wednesday April 7, 2021 7:08 am PDT by
Facebook CEO Mark Zuckerberg's own personal information was among the details of 533 million Facebook users that leaked in a data breach, it has emerged. Facebook has now confirmed that the leaked data was obtained not by a hack, but by scraping the platform prior to September 2019. The company now says that an exploit was found in its contact importer, but the "specific issue that allowed...
app tracking transparency

Apple's Craig Federighi on App Tracking Transparency: 'Users Deserve and Need Control' of Data

Monday April 26, 2021 11:10 am PDT by
With Apple now enforcing its App Tracking Transparency rules with the release of iOS 14.5, The Wall Street Journal's Joanna Stern did an interview with Apple software engineering chief Craig Federighi to talk about Apple's aim with the feature and how it works. For those unfamiliar with App Tracking Transparency, it requires app developers to get express user permission before accessing a...
facebook tracking notification

Facebook's New App Prompt Will Encourage Users to Accept App and Website Tracking

Monday February 1, 2021 7:57 am PST by
In its ongoing feud with Apple regarding App Tracking Transparency, Facebook has announced that it will encourage users to allow tracking with "additional context" on a dedicated screen, according to an updated blog post. Image via Axios iOS 14's App Tracking Transparency feature will require developers to receive a user's consent to track their activity across apps and websites and access...
tim cook mark zuckerberg

Tim Cook Urged Mark Zuckerberg to Delete User Data From 3rd Party Apps in Private 2019 Meeting

Monday April 26, 2021 4:33 am PDT by
At a private meeting on the sidelines of an informal gathering of tech and social media executives in July of 2019 in Sun Valley, Idaho, Apple CEO Tim Cook urged Facebook CEO and founder Mark Zuckerberg to delete all user information his company has collected from third-party apps, according to The New York Times. According to the Times, the executives met annually at the conference...
Apple vs Facebook feature

Facebook Preparing Antitrust Lawsuit Against Apple for 'Unfair' Approach to Privacy and Default Apps

Thursday January 28, 2021 7:22 am PST by
Facebook is preparing to launch a lawsuit against Apple for alleged anticompetitive behaviour, particularly regarding App Tracking Transparency and iMessage, according to The Information. The antitrust lawsuit would contend that Apple has abused its power in the smartphone industry by enforcing App Store rules that Apple itself supposedly does not have to follow. Within this, the case...
signal instagram ads3

Signal Shares the Instagram Ads Facebook Doesn't Want You to See

Wednesday May 5, 2021 1:29 am PDT by
Encrypted messaging app Signal has had a series of Instagram ads blocked from the social media platform, after it attempted to show users how much data the Facebook-owned company collects about them and how it's used to push targeted ads. In a blog post, Signal described how it generated the ads to show users why they were seeing them, simply by declaring upfront the information that the...
maxresdefault

Facebook's New PR Campaign Promotes Personalized Advertising Ahead of Apple's App Tracking Transparency Launch

Thursday February 25, 2021 7:02 am PST by
Facebook is launching a new PR campaign that highlights how small businesses rely on personalized advertising to help their businesses grow from "an idea into a livelihood." The new campaign indirectly takes aim at App Tracking Transparency (ATT), an upcoming iOS 14 feature that will require apps to ask for a user's permission to opt into tracking for personalized advertising. Starting with...
facebook data sharing

EFF Calls Facebook's Criticism of Apple's Pro-Privacy Tracking Change 'Laughable'

Saturday December 19, 2020 2:46 pm PST by
Facebook's recent criticism directed at Apple over an upcoming tracking-related privacy measure is "laughable," according to the Electronic Frontier Foundation (EFF), a non-profit organization that defends civil liberties in the digital world. Facebook has claimed that Apple's new opt-in tracking policy will hurt small businesses who benefit from personalized advertising, but the EFF...