According to Apple Insider, Meta will rebuild Facebook's advertising platform to ensure that it can still provide "high-quality personalized advertising" after implementing the new data regulations and Apple's privacy functions.
On Wednesday local time, Meta CEO Mark Zuckerberg announced the news when the company disclosed its financial report for the fourth quarter of 2021. In the conference call, Zuckerberg specifically mentioned the "change of Apple iOS", which refers to the application tracking transparency (ATT) function.
In addition to ATT, which has a significant impact on social media advertising revenue, Zuckerberg also mentioned the new data protection regulations of the European Union, saying that the result is "a trend of less and less data".
"But people still want to see relevant advertising, and companies still want to reach the right customers," Zuckerberg added. "So, we are rebuilding a lot of advertising infrastructure so that we can continue to grow and provide high-quality personalized advertising."
According to the report, Apple's ATT feature prohibits iOS apps from tracking users through other websites and data. Facebook and other ad-dependent companies have suffered a huge revenue hit from this feature. However, a report in December 2021 showed that companies such as Facebook and Snap used vulnerabilities to bypass ATT and collect user data.