Facebook's iOS 14.5 privacy prompt will take weeks to roll out
Facebook on Monday confirmed it will hew to Apple's new App Tracking Transparency rules by showing a permission prompt when its iOS app is first opened, though the company expects the feature rollout will take weeks.
The social network began to display the prompt, which asks users permission to track their movements beyond the Facebook app, to select users on Monday, but some won't see the message for weeks, the company said in a statement to CNET.
"We'll start rolling out the prompt to iOS 14.5 users today, but we will roll out the prompt over the course of a few weeks, so not all eligible users will see the prompt right away," a Facebook spokesperson said. "We're ramping this rollout globally to ensure everything works as expected."
The company noted some users have already seen the prompt, but declined to offer exact figures, the report said.
According to a screenshot of the notification provided by Facebook, users will be informed that iOS 14.5 requires developers to ask permission before tracking user data. The company notes collected data is used to display personalized ads, keep Facebook free of charge and support businesses that rely on ad revenue.
Facebook has waged a public war with Apple over App Tracking Transparency for months, claiming its institution will deal a major blow to the bottom lines of ad tech companies and stymie growth for small businesses.
Released today with iOS 14.5, ATT offers more granular control over app privacy by requiring developers to gain permission before tracking a user's device advertising identifier, or Identifier for Advertiser (IDFA) tag. Users are automatically opted out of tracking by default, though they can permit services on a case-by-case basis through the aforementioned dialogue box or system settings.
Many users are expected to opt for more privacy, leaving ad companies in search of new targeting technologies. In Facebook's case, the anti-tracking feature will block insight into a key metrics including view-through conversions, a technology that enables ad firms to measure the number of users who purchase goods after viewing, but not interacting with, an ad.
More recently, Facebook CEO Mark Zuckerberg in March said ATT could inadvertently drive more traffic to the social giant's various platforms.
"It's possible that we may even be in a stronger position if Apple's changes encourage more businesses to conduct more commerce on our platforms by making it harder for them to use their data in order to find the customers that would want to use their products outside of our platforms," Zuckerberg said at the time.
The social network began to display the prompt, which asks users permission to track their movements beyond the Facebook app, to select users on Monday, but some won't see the message for weeks, the company said in a statement to CNET.
"We'll start rolling out the prompt to iOS 14.5 users today, but we will roll out the prompt over the course of a few weeks, so not all eligible users will see the prompt right away," a Facebook spokesperson said. "We're ramping this rollout globally to ensure everything works as expected."
The company noted some users have already seen the prompt, but declined to offer exact figures, the report said.
According to a screenshot of the notification provided by Facebook, users will be informed that iOS 14.5 requires developers to ask permission before tracking user data. The company notes collected data is used to display personalized ads, keep Facebook free of charge and support businesses that rely on ad revenue.
Facebook has waged a public war with Apple over App Tracking Transparency for months, claiming its institution will deal a major blow to the bottom lines of ad tech companies and stymie growth for small businesses.
Released today with iOS 14.5, ATT offers more granular control over app privacy by requiring developers to gain permission before tracking a user's device advertising identifier, or Identifier for Advertiser (IDFA) tag. Users are automatically opted out of tracking by default, though they can permit services on a case-by-case basis through the aforementioned dialogue box or system settings.
Many users are expected to opt for more privacy, leaving ad companies in search of new targeting technologies. In Facebook's case, the anti-tracking feature will block insight into a key metrics including view-through conversions, a technology that enables ad firms to measure the number of users who purchase goods after viewing, but not interacting with, an ad.
More recently, Facebook CEO Mark Zuckerberg in March said ATT could inadvertently drive more traffic to the social giant's various platforms.
"It's possible that we may even be in a stronger position if Apple's changes encourage more businesses to conduct more commerce on our platforms by making it harder for them to use their data in order to find the customers that would want to use their products outside of our platforms," Zuckerberg said at the time.
Comments
Nothing they do can be trusted.
F the "permission" or "request" crapola, just give me a switch that says "I don't want anyone tracking me" and then Apple does whatever it takes in their OS to either block all tracking attempts or to detect who is violating my "Do not track" edict so they can be punished. End of story. With this switch ON I don't care when Facebook or anyone else decides to ask my permission because I've already said "no," and don't bother asking me at all.
Sure, I have no problem also giving users two other alternatives, "Let me decide which apps can track me" and "Let all apps track me" for people who are into that kind of thing. Party on, tracked people. This whole "permission" thing looks exactly like Apple kowtowing to the trackers by giving them a forum to try to 'splain' to their customers WHY they should allow the app to track them and collect personal information. But for those of us who don't even want to hear their lame song & dance, once I flip the "I don't want anyone tracking me" I want Apple to take down that stage because I am not going to attend any of those shows.
Okay, now that I've said how I really feel ... the truth is that Apple kind of gives those of us who want to annihilate tracking (to the extent that is possible) a way to achieve this. The problem is that they hide it behind mealy mouth doublespeak by in the form of the "Allow Apps to Request to Track" switch. Flipping that switch to OFF basically says "I don't want anyone tracking me" and "by the way, don't bother asking." For people who want to kill tracking, asking for permission, or flipping a switch that allows apps to ask for permission is totally beside the point. This kind of switch makes it sound like you have to wait for a Facebook to ask before you can then tell them to go pound sand, when in reality you can send them packing and pounding sand - today.
So the real question has nothing to do with when Facebook will ask for permission. The real question is when Facebook will start to honor the tracking prohibitions that I put in place TODAY. Not trying to pick on Facebook, just trying to frame this up in the proper context, i.e., that we should not be waiting for those who track us to stop doing so. They should be on our timetable, not the other way around. The clock is ticking...
As for being a wuss with the language, I think Apple are trying to block unwanted tracking, know they cannot do it with complete reliability, and are not willing to assume legal liability for any failures on their part whilst trying to do something good. If Apple said 'block tracking', someone will sue anytime they fail.
But, I see nothing similar on my MacOS devices. Am I missing something or is privacy control non-existent on our desktops and laptop?
I'm not trying to put the complete burden on Apple. I still believe that Apple is being portrayed as the Bad Guy and bully in the media outlets (it’s playing out on nightly news right now in fact) as if Apple actually has the power to stop privacy violators. But we know this is not the case at all. All Apple is really doing is asking companies like Facebook to be honest with their users and come clean about what personal information they are collecting from their users.
Would I prefer that the so called “kill switch” were actually a kill switch? Hell yeah. And I do want Apple to keep pushing for such a solution.