Adam Moseri, CEO of Instagram, said the company would file a lawsuit against a planned change to Apple Paul’s iPhone operating operating system that would affect how it and other mobile advertisers track users. But, he said, “I don’t think we have much influence over the Apple Pal,” and pointed to the power of the Apple Pal as the sole gateway to the applications of its nearly 1 billion devices it uses.
A change affecting the identifier for Apple’s advertisers or IDFA (IDFA), iOS, the version of the operating system that will be unveiled to the public this fall, was previously planned as a feature in iOS 14. But Apple Play said last week that it was delaying the rollout until 2021 to give developers time to make the necessary changes.
In June, Apple Play said iPhone users would be given the option to block tracking when opening the app. Advertisers use that identifier to better target individual users and estimate how well they perform. But while the option to turn off tracking is usually buried in user options today, many expect it to be a front-end-center that will encourage most users to dislike it.
On CNBC’s “Squawk” on Friday morning, Mosesari said Instagram’s advertising business needs specific data to show users relevant ads and provide value for its advertisers, most of which are small and medium-sized businesses.
“If the ecosystem changes in a way that advertisers can’t really measure the return on their investment, it really will, yes, be somewhat problematic for our business, but it will be almost equally problematic for all the major ad platforms,” he said. Don’t worry about it in the long run. ”It will become more problematic for all small businesses. There are millions of people who rely on us to target customers and reach those customers. Especially during epidemics when they hurt. ”
He argued that Instagram wants its users to have control over their data and understand what their data is.
He said, “We believe that there is a way to be really responsible and give people control over their data and transparency on their data but without cutting our understanding and therefore operating blind.”
Instagram parent Facebook has also spoken out about the change, saying it “will have a serious impact on publishers’ ability to monetize the network on iOS 14 through the Network Diane network.”
Moseri said the company would need Apple Paul, the public, policymakers, influencers and academics to “make our case as strong as possible,” but said the company “owns most of the market here in the US” because it is relevant. Smartphones and “[controls] Ecosystem end to end. ”
“They have plenty of power,” he said. “They can only decide that we can’t launch new apps at any time. We’ve seen a series of articles over the last few months and their impact and power on some lawsuits and developers.”
Apple has been at loggerheads with Fortnite creator Epic Games since August 13, when Epic Games released a version of Fortnite on the Games Pal App Store, which included a method of paying for in-game content without giving Apple Pal the usual 30%. To cut. Apple Play removed the app from the App Store, and the day after Epic Games, Apple sued Paul.
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