Localsearch opposes Apple‘s move to rein in ad tracking by Facebook

An Australian digital marketing company has taken aim at Apple‘s move to rein in Facebook’s collection of users personal details.

Apple will launch new privacy controls in its iOS 14.5 software next week.

An Australian digital marketing company has taken aim at Apple‘s move to rein in Facebook’s collection of users personal details when browsing.

Apple next week will introduce a new security feature that stops Facebook automatically tracking a user’s activity on an iPhone and iPad, unless they specifically give permission to Facebook.

The Australian previously reported the plan could cost the tech titan billions.

It means Facebook will know less about users when serving targeted ads. The decision has deepened an already bitter feud between the two companies. Apple announced the measure last year, and Facebook has vehemently opposed it since, taking out ads in US media and threatening legal action if Apple proceeds.

Apple now says the software upgrade to its iOS 14.5 operating system that introduces the measure will occur next week.

That means it‘s all hands to the wheel for Facebook and its partners to convince consumers to continue to give them the right to glean their personal data and buying habits.

iPhone users will be explicitly asked to give permission to Facebook once their phone is upgraded.

Apple will launch new privacy controls in its iOS 14.5 software in April 2021.

Many consumers will see the move as a much-needed leap forward in protecting their personal privacy, but Facebook‘s local partners are mounting a rearguard action. That includes digital marketer Localsearch, which says it actively supports more than 28,000 Australian small businesses.

“The latest iOS update is another whack for small and medium-sized businesses running their own Facebook ads, says Adam Boote, Localsearch director of digital and growth.

“It essentially means Facebook can’t get access to certain user data until the user approves for them to do so, which impacts targeting, and ultimately could drive lower returns on social advertising investment.

“Facebook is a business that needs money flowing in to keep operating. And the advertisers are those who allow the Facebook app to remain free for the general public to share thoughts, photos, and connect with family and friends.

“If businesses start to see fewer results at an increased cost from their Facebook ads, they’re either going to turn to professional agencies for help or stop using the platform entirely – and the less people who use the ad platform for advertising, the less revenue that will go to Facebook,“ Mr Boote argues.

“As a result, the price of advertising on social is going to increase for small businesses, or we could see a day where we, as consumers, need to pay for certain features on Facebook.

“The media bargaining code effects on Facebook and Google this year are an example of the instability of the digital channels we rely on, no matter how giant. There are unlimited external factors and decisions that can affect the way we – consumers, businesses and society – operate online.

“It’s a knock on effect when one tech giant or government body implements a new software or law. It’s important to stay across the changes and challenges coming and how you, as a business, can overcome them and push through.”

Whether consumers agree with this viewpoint remains to be seen as many will be glad to see the hold that Facebook has over them weakened.