Meta has raised concerns about Apple’s app track transparency. Meta considers this feature harmful.
Facebook’s parent company Meta still laments over App Tracking Transparency (or App Tracking Transparency), which Apple introduced last year in iOS 14.5 to support the privacy of iPhone and iPad users. According to Meta, application tracking transparency is a “harmful” feature.
Meta claimed that the change introduced by Apple made it difficult and costly for businesses to reach their customers, while it appeared that advertisers were reducing their spending on Facebook and Instagram and toward competitors such as Amazon, Google were turning.
Meta: Apple’s App Tracking Transparency is a malicious feature
Meta isn’t the only company to criticize App Track Transparency on iPhone and iPad since last year, but it seems to be the company with the most complaints. Looking at the feature ‘s impact on Meta revenues , it’s easy to see why: Meta can no longer collect data without users’ consent.
During a recent earnings call with the company’s investors, Meta revealed that Apple’s changes are expected to result in a loss of $10 billion in revenue this year alone. According to the Wall Street Journal, advertisers spend their undivided investment in Meta on competitors like Google, Snap or Amazon.
Meta had this to say about Apple’s “harmful” policy:
“Apple is making it harder and more expensive for businesses of all sizes to reach their customers with its App Track transparency policy. We believe Facebook and Instagram remain the best platforms for businesses to grow and connect with people, And we will always continue to work to improve performance and measurement.”
Apple has no intention of removing Application Tracking Transparency adopted by users. That’s why Meta, which has tried every possible way for users to disable the feature, is also taking other steps to combat Application Tracking Transparency.
The company is said to be developing new tools that will make their platform more attractive to advertisers. Meta wants to prove that Facebook and Instagram are currently driving more sales than their analytics show.
You can share your views on Meta’s opposition to Application Tracking Transparency in the comments section and on the SDN Forum .