Facebook is escalating its campaign against Apple's upcoming changes in iOS to give users a choice about activating ad trackers. Facebook took out full-page ads in major US newspaper to defend its position, saying it was standing up for small business that would be disproportionately affected by Apple's new policy.
Apple announced the plans in June when it unveiled the next update for iOS. The company later agreed to delay implementing the changes until next year, to give app makers more time to adapt. Under the new rules, iOS users will need to opt in to allow apps to access certain personal data for targeted advertising.
Facebook warned already earlier this year this would likely depress its advertising income. The company said the impact on its own business would be less severe than for small businesses, as it has a more diversified portfolio and had already been preparing for the changes.
In the new ads and a lengthy blog post, the company outlined in detail how it expects especially small business to be affected by Apple's changes. Its tests found that publishers could see an over 50 percent decline in revenue from mobile app ad install campaigns. Ad campaigns on its own properties also resulted in as much as 60 percent less sales for clients.
Facebook claims the new policy is actually designed to benefit Apple. With less effective advertising, app makers may be forced to turn to paid subscriptions for income. Selling these over Apple's platform gives Apple a commission on the fees. Furthermore, Apple can still benefit from personal data collected over its devices to promote its own advertising services.
Facebook said it would continue to work to expose the anti-competitive practices by Apple, including supporting Epic Games' lawsuit against the company. It's also working with industry bodies such as W3C and PRAM to develop new personalised advertising standards that incorporate privacy protections.
