The world's biggest social media company has been at loggerheads
with Apple's 'App Tracking Transparency' feature, expected to kick in with the
latest iPhone software update next week, which allows users to block
advertisers from tracking them across different applications.
Apple says it defends data privacy rights, but faces
criticism from Facebook, app developers and startups whose business models rely
on advertising tracking.
Facebook said the changes on its ad tools would limit the
ways in which target audiences can be selected and how the success of an ad
campaign is measured.
The company said it is investing in privacy-enhancing
technologies to minimise the amount of data collected from users.
Facebook and Apple have also tangled over commission fees
the iPhone maker charges apps listed on iOS devices, with the social media
giant backing small developers most affected by the policy.
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