Facebook Says Impact of iOS 14.5's App Tracking Transparency Will Be 'Manageable'

Facebook today announced its earnings for the first calendar quarter of 2021, and during the call discussing the results, Facebook executives confirmed that Apple's App Tracking Transparency will have a "manageable" impact on Facebook's business starting in the second quarter.

Apple vs Facebook feature
As highlighted by ZDNet, Facebook CFO Dave Wehner said that Facebook is expecting "increased ad targeting headwinds in 2021 from regulatory and platform changes, notably the recently launched iOS 14.5 update." iOS 14.5 is the update that includes App Tracking Transparency, and it requires app developers to ask for express permission before accessing the IDFA for tracking users across apps and websites.

Facebook COO Sheryl Sandberg went on to explain that Facebook is doing a "huge amount of work" to prepare for the changes to personalized advertising, including rebuilding elements of its advertising platform and making the case that "personalized advertising is good for people and businesses."

We're doing a huge amount of work to prepare. We're working with our customers to implement Apple's API and our own aggregated events measurement API to mitigate the impact of the iOS 14 changes. We're rebuilding meaningful elements of our ad tech so that our system continues to perform when we have access to less data in the future.

And we're part of long-term collaborations with industry bodies like the W3C on initiatives like privacy enhancing technologies that provide personalized experiences while limiting access to people's information. It's also on us to keep making the case that personalized advertising is good for people and businesses, and to better explain how it works so that businesses don't have to understand the alphabet soup of acronyms they'll need to comply with. But they do need to have confidence that they can still use our tools to reach the people who want to buy what they're selling in a privacy-safe way. We're confident they can and that they can continue to get great results as digital advertising evolves.

Wehner said that he believes the impact to Facebook's "own business" will be manageable, and that the company's goal is to maintain and improve ad performance with less data. He also took the opportunity to criticize Apple's platform, and said that Facebook is also facing problems from Apple's private APIs that advantage Apple's own products and services.

Overall, the impact of these specific ‌iOS 14‌ changes are one element of some of the challenges with Apple, but we think the impact of the Apple approach is really much bigger than this particular update. Apple has a number of private APIs on hardware and software that advantage their own products and services in ways that are challenging. We face that issue in places like our messaging products, and even with the hardware products we're launching. So we generally don't think this closed approach is the best one for the industry from an innovation perspective.

Prior to the enforcement of App Tracking Transparency, Facebook launched a campaign attempting to position Apple as an enemy of small businesses, going as far to take out full page newspaper ads decrying the new feature. "Apple's latest update threatens the personalized ads that millions of small businesses rely on to find and reach customers," reads Facebook's site encouraging small businesses to "add their voice" and speak out against ATT.

There had been questions about Facebook's narrative and how much of an impact the changes would actually have on small businesses, and even Facebook employees felt that Facebook was just using a sympathetic message to "justify doing a bad thing."

Facebook CEO Mark Zuckerberg in March began downplaying the potential impact of App Tracking Transparency and said that the changes could ultimately benefit Facebook if Apple's new policies encourage businesses to advertise and sell exclusively through Facebook platforms.

Facebook has already begun rolling out its App Tracking Transparency prompt to Facebook users, but the rollout will take a few weeks, so not everyone will see the prompt at the current time.

Top Rated Comments

BWhaler Avatar
2 weeks ago
Sheryl Sandberg & Zuck. The tobacco executives of the digital age.
Score: 28 Votes (Like | Disagree)
farewelwilliams Avatar
2 weeks ago
so all that talk before was pure BS?

shocking...
Score: 21 Votes (Like | Disagree)
kenni417 Avatar
2 weeks ago
yes i’m sure it will, zucc
Score: 14 Votes (Like | Disagree)
TheWatchfulOne Avatar
2 weeks ago
App tracking transparency will be manageable for FaceBook? Sounds like Apple needs to try harder.?
Score: 13 Votes (Like | Disagree)
Corsig Avatar
2 weeks ago
Then why all the full page newspaper ads?? Something tells me Zuck is full of it
Score: 12 Votes (Like | Disagree)
JungeQuex Avatar
2 weeks ago

I'm so glad that other than Instagram (that's just useful for my job), Facebook hasn't been a part of my life since 2014
Pretty much. I left Facebook around the same time. However, I made the huge mistake of going back around 2018, and jumped on the social media bandwagon in order to promote some pages.

Anyway, the entire place is a pretty nasty hive of politics and bad will towards one another. Years ago, Facebook was a great way to stay in touch with your friends. Now? It’s a great way to help drive former friends apart.
Score: 12 Votes (Like | Disagree)

Top Stories

prosser macbook air colors stacked

Images Reveal Colorful New MacBook Air Design

Tuesday May 11, 2021 5:06 am PDT by
Apple's next MacBook Air will feature a completely new design and come in a range of colors like the 24-inch iMac, according to leaker Jon Prosser, who has now released supposedly accurate renders of the new machines based on leaked images. In a new video uploaded to YouTube channel Front Page Tech, Prosser elaborated on his previous prediction that Apple's next-generation MacBook Air models ...
iPhone 13 Camera Backs

iPhone 13 Models Will Be Slightly Thicker and Will Have Larger Camera Bumps

Monday May 10, 2021 10:41 am PDT by
Apple's upcoming iPhone 13 models will be slightly thicker than the iPhone 12 models and will also feature larger, thicker camera bumps with lenses that protrude less, according to iPhone 13 schematics seen by MacRumors. The new iPhone 13 and 13 Pro models are expected to feature a thickness of 7.57mm, up from 7.4mm in the iPhone 12 models. That's an increase of 0.17mm, which won't be hugely ...
m1 ipad pro chip

M1 iPad Pro Over 50% Faster Than Previous Generation in Early Benchmarks

Tuesday May 11, 2021 11:56 am PDT by
Last month, Apple introduced a new iPad Pro with the same M1 chip found in the latest Macs, and early benchmark results indicate that the M1 iPad Pro is over 50% faster than the previous-generation iPad Pro. Based on five legitimate Geekbench 5 results (here's the fifth) for the fifth-generation 12.9-inch iPad Pro with the M1 chip, the device has average single-core and multi-core scores of...
3d printed airtag case siri remote

3D-Printed Case Lets You Attach an AirTag to Your Apple TV Remote

Monday May 10, 2021 8:11 am PDT by
Apple recently released a redesigned Siri Remote with a physical clickpad, but if you have an original Siri Remote laying around that you still plan on using, you may be interested in getting an AirTag case for the remote. Etsy user PrintSpiredDesigns has capitalized on the opportunity with a new 3D printed, made-to-order AirTag case for the original Siri Remote. The remote slides into the...
airtag hacked

AirTag Successfully Hacked to Show Custom URL in Lost Mode

Monday May 10, 2021 1:52 am PDT by
The inevitable race to hack Apple's AirTag item tracker has reportedly been won by a German security researcher, who managed to break into the device's microcontroller and successfully modify its firmware. Yesss!!! After hours of trying (and bricking 2 AirTags) I managed to break into the microcontroller of the AirTag! 🥳🥳🥳/cc @colinoflynn @LennertWo pic.twitter.com/zGALc2S2Ph— stacksmashing ...
iPad Pro Feature

Early M1 iPad Pro Orders Now Preparing to Ship

Tuesday May 11, 2021 9:41 am PDT by
Apple will soon ship out 11 and 12.9-inch M1 iPad Pro models, according to multiple Twitter users and MacRumors readers who have seen their orders shift to "Preparing to Ship" status. So far, we haven't seen any shipment notifications, but that's the next step and is likely to happen in the near future. Apple has not provided an exact delivery date to those who ordered a new M1 iPad Pro, but ...
maxresdefault

Video: Make Your iPhone Last Longer With These Battery Preserving Tips

Monday May 10, 2021 1:23 pm PDT by
Maximizing battery life is something that many iPhone users deal with on a regular basis as we all want our iPhones to last as long as possible. Sometimes there are bugs in iOS that make the battery drain faster, and sometimes we just need to eke out as much as possible on a long day out and about. Subscribe to the MacRumors YouTube channel for more videos. In our latest YouTube video, MacRumo...
Apple 5G Modem Feature

Kuo: Apple-Designed 5G Modem May Debut in iPhones as Early as 2023

Sunday May 9, 2021 10:02 pm PDT by
Apple plans to adopt its own custom-designed 5G baseband chip starting with the 2023 iPhones, meaning it'll no longer need to rely on Qualcomm to supply the 5G cellular modem for the iPhone, Apple analyst Ming-Chi Kuo said today in an investors note obtained by MacRumors. According to Kuo, Apple plans to include its own custom-designed 5G baseband chip starting with the launch of the 2023...
tracking disabled ios 14 5

Analytics Suggest 96% of Users Leave App Tracking Disabled in iOS 14.5

Friday May 7, 2021 1:51 am PDT by
An early look at an ongoing analysis of Apple's App Tracking Transparency suggests that the vast majority of iPhone users are leaving app tracking disabled since the feature went live on April 26 with the release of iOS 14.5. According to the latest data from analytics firm Flurry, just 4% of iPhone users in the U.S. have actively chosen to opt into app tracking after updating their device...
macos big sur ios 14 iphone 12 pro macbook air icloud drive desktop documents hero

Apple Merging 'iCloud Documents and Data' Service With iCloud Drive in May 2022

Tuesday May 11, 2021 2:36 am PDT by
Apple plans to merge its iCloud Documents and Data service with iCloud Drive starting in May of 2022, according to a support document published late last week (via MacGeneration). iCloud Drive and iCloud Documents and Data share the fundamental ability to backup data from apps. However, iCloud Documents and Data was often a cumbersome, confusing experience. In contrast, iCloud Drive is more...