Apple’s new ad controls in iOS 14.5 could shape Facebook’s future

Apple's new ad controls in iOS 14.5 could shape Facebook's future

While public and media relations of Apple’s dispute with Facebook app tracking of users may still be going on, at a strategic level the drama is pretty much over, and it looks like Apple has won.

In a nutshell, Apple will soon be requiring apps that want to track user movements in apps or sites Other web companies get explicit permission to do so from the user. Facebook’s apps have been doing this for a long time without such explicit permission.

When the new feature, which Apple calls Transparency of application monitoring, was announced earlier this year, Facebook strongly complained that the loss of tracking data will hurt Facebook—And further hurt small businesses by reducing Facebook’s ability to …

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