Zuckerberg says Apple’s app tracking policy could benefit Facebook

Facebook CEO Mark Zuckerberg has been criticizing Apple’s iOS 14 privacy update for a long time. For the past few months, the company has been running an ad campaign against Apple and arguing that the targeted ads help people run small businesses.

At the present time, however, he seems to accept the policy changes and even mentioned that the company could benefit from the changes and “will be in a good position” (via CNBC).

“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 in a Clubhouse meeting.

It is the first positive comment made by the company as it has not been long since it published a full-page newspaper ad in the US and launched a PR campaign promoting personalized ads.

With the upcoming iOS 14.5 update, apps that would want to use Identifier for Advertiser (IDFA) need to ask users for permission to allow app tracking. This feature will help users “better understand how third-party companies track their information across apps and websites,” according to Apple.

Apple has planned to release the App Tracking Transparency feature “in early spring” and it seems like the company won’t be delaying any further. This might be a reason why Facebook agreed and changed its narrative on the policy.