LOOKING BACK AT THE EVENT BETWEEN APPLE AND FACEBOOK: iOS 14 and the eternal issue of privacy.LOOKING BACK AT THE EVENT BETWEEN APPLE AND FACEBOOK: iOS 14 and the eternal issue of privacy.

Many advertisers on the Facebook Business platform began to receive the following notification (which is due to the increase in privacy policy – User Privacy, of users coming from the updated version of iOS 14)

The article is divided into 2 parts:

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Nhãn ‘Quyền riêng tư của ứng dụng' trong App Store: Hé lộ Phương pháp thu thập dữ liệu ứng dụng

Apple has announced changes for iOS 14 devices that will affect the way we receive and process web events at Facebook. Once Apple applies those changes, we'll use Aggregated Event Measurement to process events from iOS 14 device users who have opted out of data sharing, helping you optimize and understand the performance of your advertising campaigns. By default, we've added up to 8 events on recommended domains for your business. However, you can manage these configurations in Events Manager. For more information, visit the Resource Center.

How Apple's launch of iOS 14 may affect your advertising

See details of Facebook's new policy here: https://www.facebook.com/business/help/331612538028890?id=428636648170202

Actions you can take to prepare

Facebook's Aggregated Event Measurement enables you to measure web events from your iOS 14 device. Here's what you can do to prepare to continue delivering and measuring the effectiveness of your campaigns.

1. Update to Facebook SDK for iOS 14 version 8.1
2. Learn more about using the Facebook SDK, App Events API, and Mobile Measurement Partner to reach devices on iOS 14
3. Maybe you will need to verify the website's domain to avoid future disruptions to website campaigns
   • Priority should be given to verifying domains with pixels used by multiple businesses or individual ad accounts.
4. Configure 8 preferred web conversion events for each internal domain Event Manager.
5. Learn more about how Use Facebook pixel to reach devices on iOS 14 and measure effectiveness.

Limits when creating ads

You can use your existing ad accounts to advertise to iOS 14 users. However, you'll have to create separate iOS 14 app install campaigns due to reporting limitations from Apple's SKAdNetwork API. Here are other limitations you need to consider.

1. You can only link your app to one ad account.
   • However, you can use the same ad account to advertise multiple apps.
2. Each app is limited to 9 iOS 14 campaigns at a time
   • Each campaign is limited to 5 ad groups of the same optimization type. You can't change your optimization choices across ad groups within the same campaign. You have a 72-hour reset period after deactivating or deleting one of your 9 allowed iOS 14 campaigns before that campaign no longer counts toward the limit. This will help reduce the risk of campaign optimization and inaccurate reporting due to delayed conversion event data reporting from Apple's SKAdNetwork API.
3. Auctions are the only buying option available when you create ads for iOS 14 devices. You can't use reach and frequency ads yet.
4. Once you post a campaign, you can't enable or disable an iOS 14 campaign. You'll have to disable or delete the campaign.

You can use the following bid strategies for your campaigns: lowest cost, cost cap, minimum ROAS, or bid cap. However, if you choose a cost cap or minimum ROAS bid strategy, you must schedule your ad set to run for at least 3 full days.

New delivery status

The following statuses only apply to app campaigns on iOS 14:

1. Updating limits:
   • Each app ID is limited to 9 campaigns on iOS 14. When you disable an app campaign on iOS 14, it takes 72 hours for that campaign to no longer count against the iOS 14 campaign limit. Remember that when you disable a campaign, you also disable the ad groups and ads associated with that campaign.
2. Pending limits:
   • Each App ID is limited to 9 iOS 14 campaigns. Once you reach the iOS 14 limit of 9 campaigns for your App ID, any additional iOS 14 campaigns you create and post will not deliver immediately. To enable a new campaign on iOS 14 when the limit has been reached, you need to disable an existing campaign on iOS 14 and wait 72 hours for it to exit the reset period

The following statuses are available for website event conversions or app campaigns on iOS 14:

1. Updating events:
   • When you or someone else manages your account, update conversion events in Event Manager or import a new conversion scheme from a partner app, your ad groups or campaigns may be paused. It takes 72 hours for the update to complete. Once the update is complete, you can re-enable paused campaigns. Note that paused campaigns will not automatically restart after changes are applied.

There are also the following limitations, which you can detail in the instructions for advertisers on Apple's iOS 14 update:

• Reporting limitations:
  • Under Apple's new policy, businesses will be limited in their ability to measure the effectiveness of app install campaigns for iOS 14 on Facebook. For app install campaigns on iOS 14, reporting will need to rely on data from Apple's SKAdNetwork API about mobile app installs and other in-app conversion events.
• Limits when targeting
  • As more people opt out of tracking on iOS 14 devices, the size of app connections, app activity Custom Audiences, and website Custom Audiences may decrease.
• Limitations for dynamic ads:
  • As more devices update to iOS 14, the size of your retargeting audience may decrease.

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The long battle between Apple and Facebook

In December 2020, Facebook carried out a 2-day anti-Apple campaign. The social network bought ads in many print newspapers to highlight the upcoming change in the iPhone operating system. The change will notify users when an application wants to track their personal data such as location and browsing history. This is the behavior that companies like Facebook use to serve advertising. It also gives users the option to block tracking before using the app.

Facebook believes Apple's decision is aimed at crushing small businesses that rely on targeted advertising to reach customers online. Facebook also warned – without evidence – that Apple's decision would force app makers to stop providing free, ad-supported software to customers. Instead, they must collect money through subscription or some other fee. And Apple will benefit from a percentage of transactions through the platform.

Facebook paints an “insidious” picture of Apple: A company with complete control over the platform, making changes to stifle small businesses, forcing them to follow a fee model from which the company collects commissions. Facebook conveys that message in print ads, blogs, Instagram posts and other websites.

Apple denies Facebook's accusations. The company asserts that the notifications users see on the app are only designed to let them know when and how the app is tracking you, not prohibit them outright. App developers like Facebook still have the right to use notifications and other space to explain why you should let them follow. Applications are still free to collect all data about users as before, but must be allowed. According to Apple, it is just one of a series of privacy-focused features the company has added to products over the years.

What's the end for Facebook?

Facebook accused Apple of taking advantage of its market power just days after the US Federal Communications Commission (FTC) and a group of federal lawyers sued Facebook for violating antitrust laws, proposing to break up the company. Above all, Facebook's controversy also exposed its position in the online advertising market. Small businesses don't have to rely on them as much if they have a worthy competitor for companies to buy advertising from.

Apple also faces a similar level of monitoring, but no formal lawsuit has yet occurred. In October, the House Antitrust Subcommittee released a major report on the “monopoly power” of four tech giants, accusing Apple of using its control of the App Store to crush potential competitors.

Both companies have denied claims of violating antitrust laws. It is difficult to know how the war ended. Apple has no intention of being lenient, and Facebook does not want to lose millions of users when removing the application from the App Store.

Facebook Director of Public Policy and Privacy Steve Satterfield said this week that the company remains in compliance with Apple's new regulations. Facebook will not violate, sparking a war similar to Apple and Epic Games currently. According to Mr. Satterfield, Facebook's goal is very simple: they want Apple to listen. “They announced the policy in June without meaningful consultation… Given its far-reaching impact, businesses need to have a preparedness plan.”

It's also difficult to sympathize with Facebook's arguments against Apple. For years, the company said that users preferred personalized, targeted ads over random ads. If this is true, there is no reason for users to turn off tracking when Apple displays notifications.

However, in August, Facebook went against what it claimed when it published research showing that disabling tracking would lead to a 50% decrease in revenue on the advertising network. The company also warned investors that this year's revenue will decline as Apple begins to enable new features.

According to Facebook, they want to use their own privacy checking tool, helping users limit shared data instead of Apple's notifications. But Apple is adamant that users want more privacy control features integrated into the iPhone. After years of criticism of Facebook's business practices, Apple gradually added more security features.

It's not just Apple that's objecting to Facebook. Small business groups, which Facebook says it is trying to protect, drowned out the #SpeakUpForSmall hashtag on Twitter with a series of complaints about not getting Facebook's attention like big customers on the same day Facebook bought ads defaming Apple.

Team FHC Summary