The Tracking App transparency feature, introduced in iOS 14.5, is one of the most important new iOS features. This feature limits the amount of data advertisers can collect from users.
Apparently, the change has been adopted by 75 percent of all iOS users. Only 25 percent chose to continue to share data with advertisers, according to analytics firm Branch.
Bloomberg reports that this has sent Facebook into panic mode. The social platform is no longer able to provide its advertisers with certain key metrics, preventing them from knowing how well their ads are performing.
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In particular, media shoppers who ran ad campaigns on Facebook in the last month have not been able to report direct sales of their clients. What's more, Facebook is now unable to showcase business products to potential customers on its platform or retarget customers who have already purchased products.
The lack of credible statistics is bad enough for the advertising industry, which now has to throw things away to see what works. App Tracking is a per app feature that asks you to enable tracking or disallow it.
Users can automatically disable all incoming app tracking requests, making the advertiser's job harder by the minute. It appears that Facebook is also exploring other methods of serving ads based on the collection of data stored on iPhone users.
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"We believe that personalized advertising and user privacy can coexist," said a Facebook salesperson.