Facebook tweaks advertising tools ahead of Apple’s privacy changes

Facebook announced Wednesday that it is modifying its advertising tools to comply with an upcoming privacy update from Apple, limiting the effectiveness of data collection features used by advertisers.

The world’s largest social media company has disagreed with Apple’s “Application Tracking Transparency” feature, which is expected to launch with the latest iPhone software update next week, which allows users to prevent advertisers from following them in different applications.

Apple says it defends data privacy rights, but faces criticism from Facebook, app developers and startups whose business models rely on ad tracking.

Facebook said on Wednesday that changes to its advertising tools will limit how target audiences can be selected and how the success of an advertising campaign is measured.

The company said it is investing in privacy-enhancing technologies to minimize the amount of data collected from users.

Facebook and Apple have also fallen out over the commission fees the iPhone maker charges listed apps on iOS devices, with the social media giant backing small developers most affected by the policy.

© Thomson Reuters 2021


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