Instagram pulls back on Apple’s iOS ad tracking change

Instagram pulls back on Apple's iOS ad tracking change

Adam Moseri, CEO of Instagram, said the company would file a lawsuit against a planned change to Apple Paul’s iPhone operating operating system that would affect how it and other mobile advertisers track users. But, he said, “I don’t think we have much influence over the Apple Pal,” and pointed to the power of the Apple Pal as the sole gateway to the applications of its nearly 1 billion devices it uses.

A change affecting the identifier for Apple’s advertisers or IDFA (IDFA), a version of the iOS 14 operating system that will be unveiled to the public this fall, was previously planned as a feature in iOS 14. But Apple Said last week It was Delay Rollout until 2021 “to give developers time to make necessary changes.”

In June, Apple Play said iPhone users would be given the option to block tracking when opening the app. Advertisers use that identifier to better target individual users and estimate how well they perform. But, while the option to turn off tracking is usually buried in user options today, many expect it to be a front-end-center that will encourage most users to dislike it.

CNBC No “Squawk b .x“On Friday morning, Moseri said that Instagram’s advertising business needs some data to show users relevant ads and provide value for its advertisers, most of which are small and medium-sized businesses.

“If the ecosystem changes in such a way that advertisers can’t really measure the return on their investment, it really will, yes, be somewhat problematic for our business, but it will be almost equally problematic for all the big ad platforms, so he said, ‘I Don’t worry about it in the long run. ”It will become more problematic for all small businesses. There are millions of people who rely on us to target customers and reach those customers. Especially during epidemics when they hurt. ”

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He argued that Instagram wants its users to have control over their data and understand what their data is.

He said, “We believe that there is a way to be really responsible and give people control over their data and transparency on their data but without cutting our understanding and therefore operating blind.”

Instagram Parent Facebook Also clarified About the change, he said it would “severely affect publishers’ ability to monetize iOS 14 through the ience Diane network.”

Moseri said the company would need to “make our case as strong as we can” to Apple Paul, the public, policymakers, influencers and academics, but said the company “owns most of the markets here in the US” as it relates. . Smartphones and “[controls] Ecosystem end to end. ”

“They have plenty of power,” he said. “They can only decide that we can’t launch new apps at any time. We’ve seen a series of articles over the last few months and their impact and power on some lawsuits and developers.”

Apple Has been In a long battle With Fortnight Creator Epic Games Since Aug.13, when Epic Games released a version of Fortnite on the Apple Play App Store, it includes a method for users to pay for game content without giving the game a normal 30% cut. Apple Play removed the app from the App Store, and sued Apple the day after Epic Games.

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