With the iOS 14.5 update that Apple released in April, iPhone and iPads ‘Following’ brought the feature. This feature, which was first introduced with iOS 14 as part of the WWDC 2020 event, was actually planned to be implemented earlier. However, Apple does not allow developers to follow its App Tracking Transparency policy. so that they can adapt gave time.
Application Monitoring Transparency; It prevents the applications you have installed on your phone from tracking you through third-party services and websites. In the ‘Do Not Track’ section placed in the Privacy settings on the phone, the application you want you can turn off tracking permission. One of the most opposed to this feature was Facebook.
How to use ‘unfollow’ that comes with iOS 14.5?
Apple made an important innovation in privacy with iOS 14.5, it brought the tracking feature to iPhones. So what is it and how to activate it?
App Tracking Transparency lost close to $10 billion
According to a study by the Financial Times, Snapchat, Facebook, Twitter, and YouTube are affected by Apple’s privacy policy. $9.85 billion in losses. These platforms earn a significant portion of their revenue from the ads they show to users on mobile.
The app you revoke permission to follow, on your iPhone and iPad IDFA (Apple Advertising ID) cannot use identifier. Developers need access to this identifier to track you and customize your ad data. However, the application you do not allow cannot access IDFA, they cannot show you special ads because they cannot access it.
The most affected company was Facebook
Adtech consultant Eric Seufert told the Financial Times, “Some of the platforms that have been hit hardest – Facebook in particular – are due to App Track Transparency. have to build their infrastructure from scratch” said. Claiming that this will take at least a year, Seufert said:
“Developing new tools and frameworks from the ground up before they are released to users and needs to be extensively tested. I believe it will take at least a year to set up a new infrastructure.”
The biggest reaction came from Facebook.
Following the implementation of Apple’s privacy feature, Facebook asked iOS users for help. The company, which earns a significant part of its income from personal advertisements, Tracking permission from iPhone owners wanted. “Help us keep Facebook free” The social network, which used expressions such as, became the focus of the reactions.
Not only that, Facebook has also placed full-page advertisements in newspapers in recent months. “We stand against Apple” criticizing the tracking feature on iOS devices by saying, Advertising revenues will decrease. warned against.
Apple did not directly respond to Facebook’s campaign. But months before the announcement, the social media company “not giving importance to user privacy” accused.
Snapchat CEO also blamed Apple
Snap Inc, owner of the Snapchat app, is due in the third quarter of 2021. $1.07 billion announced his earnings. The company had forecasted revenue of $1.1 billion in the third quarter. However failed to achieve this goal understood. Snap Inc CEO Evan Spiegel targeted Apple.
“The new ‘ad tracking’ change that Apple rolled out widely for iOS in June and July has negatively impacted our business,” said Evan Spiegel. “This is absolutely frustrating for us” used the phrases.