The change, affecting Apple’s identifier for advertisers, or IDFA, was previously planned as a feature in iOS 14, the version of the iPhone operating system that will be released to the public this fall. But Apple said last week it delayed the rollout until 2021 “to give developers time to make the necessary changes.”
In June, Apple stated that iPhone users would be given the option to block tracking when they opened an app. Advertisers use that identifier to better target ads to individual users and estimate how well they work. But while the option to turn off tracking is usually buried in user choices today, many expect it to be front-and-center and encourage most users to opt out.
In CNBC’s “Squeak Box” Friday morning, Mosseri said Instagram’s advertising business needed some data to show relevant ads to users and provide value for its advertisers, most of which are small and medium-sized businesses. Huh.
“If the ecosystem changes in such a way that advertisers can’t really measure their return on investment, then it’s really going to be, yes, something problematic for our business, but it’s for all big advertising platforms Is going to be almost equally problematic, so I haven’t been worried about it for a long time, “he said. “This is going to be very problematic for all small businesses. Millions of them are there who rely on us to target customers and reach those customers. Especially during an epidemic when they are hurting. Huh.”
He argued that Instagram wants its users to control their data and understand what data it has.
“We believe there is a way to be truly responsible and give people control over their data and transparency over their data, but without cutting our understanding and therefore working blindly,” he said.
Instagram parent Facebook has also said of the change that it “will severely affect publishers’ ability to earn through the audience network on iOS.”
Moserie said the company would need Apple, the public, policymakers, academics and academics to “make their case as much as possible”, but said the company “holds the majority of the market in the US”. Smartphone and “[controls] Ecosystem end-to-end. ”
“They have too much power,” he said. “They can just decide that we can’t launch new applications at any time. We’ve seen a series of articles on developers and even a few lawsuits and their impact and power over the last few months.”
Apple has been in a long battle with the Fortnite maker Epic Games since August 13, when Epic Games published a version of Fortnite in the Apple App Store, in which users would normally pay 30% of in-game content without giving Apple 30% A method of doing was involved. cut. Apple removed the app from the App Store, and Epic Games sued Apple earlier in the day.