The policy called App Tracking Transparency (ATT), launched by Apple at the end of April and implemented in iOS 14.5 for most iPhone and iPad models, with updates to its data tracking policy, was a knockout blow to Facebook's way of life. A report released by Flurry Analytics revealed that only 4% of users who updated their devices kept the permission of data tracking for the application.
The data was compiled from 2,5 million device users Apple, mainly in the United States. The numbers collected indicated that 96% of people who have already updated their iPhones or iPads said “no thanks” when asked by apps, such as Facebook, if they would give them permission to keep tracking data.
The new iOS 14.5 feature gives even more power to users who don't even want to be asked by apps whether or not they give permission to track their data. Simply go to “Settings – Privacy – Tracking” and then disable the “Allow apps to request tracking” option. The curious thing about Flurry Analytics' research is that, according to the consultancy, only 3% of users in the United States have adopted this option. total blockade. The rest are content to say “no” every time the tracking request appears on the screen.
Only 3% of users block tracking requests in the default setting (Reproduction/Flurry)
Impact on advertising
Blocking data tracking on apps like Facebook and Instagram has caused a lot of confusion involving Mark Zuckerberg, owner of two of the most popular social networks in the world, and Apple. And the reason for the months-long argument is quite clear: money. After all, both Facebook and Instagram (as well as other similar apps) use data tracking to promote ads.
The mobile advertising industry, according to Flurry Analytics, moves US$ 189 billion annually across the planet, and the power given to users of products Apple, especially iPhones and iPads, could negatively impact this segment. In recent years, both Facebook and Instagram have received stores aimed at small traders or even ordinary users who want to get rid of products. In this type of business, browsing tracking can be essential for some sales. Currently, around 250 million people use this type of service on the group's social networks.
Zuckerberg, however, after much complaining and threatening Apple, decided to do a 180 in his view and claim that the new tracking policy could even help Facebook in the future. “Compared to the early conversations we had about how people would use this on Facebook, Instagram and our products, I think this is something that is on the right track and will become increasingly important to people,” he said in a recent Clubhouse chat. Will he continue to think the same way after the latest report? (Rhetorical question.)
Through which channels you reach those people, classic and out of the box. GizBot
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