facebook回击苹果_苹果会严重伤害Facebook的商业模式吗

facebook回击苹果

Earlier this week in a story I wrote about Epic’s lawsuit against Apple I mentioned briefly how Apple and Facebook had a little fight. You can read it here,

本周早些时候，在我写的有关Epic对苹果提起诉讼的故事中，我简短地提到了苹果和Facebook的斗争 。 你可以在这里阅读它，

but the TLDR is, Facebook released an update that told users that Apple would take a 30% cut from transactions made on Facebook’s IOS app.

但是TLDR是，Facebook发布了一个更新， 告诉用户苹果将从 Facebook的IOS应用进行的交易中减少30％ 。

Facebook currently supports a recent feature that allows for paid online events (think birthday’s all the way to small businesses).

Facebook当前支持一项最近的功能，该功能允许进行付费在线活动(想想生日那天一直到小型企业) 。

Due to the recent pandemic, Facebook said that it would support small businesses and events by not collecting fees for at least the next year, meaning small businesses could keep 100% of their earnings.

由于最近的大流行，Facebook表示将通过至少在明年不收取费用来支持小型企业和活动，这意味着小型企业可以保留其收入的100％ 。

The issue is on iOS is Apple takes 30% under almost all circumstances of any in-app purchases. Including the ones on Facebook.

iOS上的问题是，在几乎所有 应用程序内购买的 所有情况下 ，Apple都要花费30％。 包括Facebook上的那些。

Facebook did try and petition Apple to make an exception given the current pandemic but Apple declined and blocked the update informing users of Apple’s 30% cut.

考虑到当前的大流行，Facebook确实尝试并请苹果做出例外处理，但苹果拒绝并阻止该更新，告知用户苹果削减了30％。

Now, this is clearly a bad look for Apple but the giants ended up going toe to toe yet again, and maybe in Apple’s favor this time.

现在，这显然对苹果来说是一个不好的样子，但是巨头们最终又一次又一次地站起来了，这一次也许对苹果有利。

隐私。 隐私隐私。 (Privacy. Privacy Privacy.)

It all revolves around iOS 14 and something called IDFA.

所有这些都围绕着iOS 14和称为IDFA的事情展开。

IDFA or Identifier for Advertisers is a random string assigned by Apple to a user’s specific device. This identifier can be used to discover, and track information on a user such as in-app events or triggers. You can read more about it here.

IDFA或广告商标识符是Apple分配给用户特定设备的随机字符串。 此标识符可用于发现和跟踪有关用户的信息，例如应用内事件或触发器。 您可以在此处了解更多信息。

Morning Brew on Morning Brew在 Unsplash Unsplash拍摄

This is really important to understand because it's the primary way companies like Facebook track you outside their own app on iOS. And it’s what drives the majority of target ads on the platform, which is Facebook’s main business.

了解这一点非常重要，因为这是Facebook之类的公司在iOS上自己的应用程序之外跟踪您的主要方式。 这就是驱动平台上大多数目标广告的原因，而平台广告是Facebook的主要业务。

The biggest change in iOS 14 however is that Apple will let users opt-in to the service. Previously, they could opt-out but it wasn’t really a feature that was advertised al that much meaning Facebook has all these users already on board.

但是， iOS 14中最大的变化是苹果将允许用户选择加入该服务。 以前，他们可以选择退出，但这并不是广告功能，实际上意味着Facebook已经拥有了所有这些用户。

With the current public discussion about data privacy and how more and more people want control over their data, it’s a good guess to suggest not many people would opt-in to the service.

在当前有关数据隐私以及如何越来越多的人希望控制其数据的公开讨论中，很好的猜测是建议没有多少人选择加入该服务。

It is important to know that IDFA doesn't collect information that’s personally-identifying like your name. This does make it partially anonymous while giving the ability for advertisers to still track you.

重要的是要知道IDFA不会收集您姓名等个人身份信息。 这确实使它部分匿名，同时使广告商仍然可以跟踪您。

Facebook uses what's called its Audience Network. The Audience Network is essentially a plugin for developers, developed by Facebook, to use when they want to add advertisements to their apps.

Facebook使用所谓的“受众网络”。 Audience Network本质上是由Facebook开发的开发人员使用的插件，可在他们想要向其应用添加广告时使用。

Now, Audience Network relies on IDFA to collect data and provide results on the best ads to push to certain devices.

现在，Audience Network依靠IDFA收集数据并提供最佳广告的结果，以推送到某些设备。

It might be easy to think that this change will only affect Facebook really and Apple will help make data privacy even more important on the next version of iOS.

可能容易想到，这一变化只会真正影响Facebook，而Apple将使数据隐私在下一版iOS上变得更加重要。

But ads are a huge reason many apps can be free and still support developers and publishers through non-direct payments. With this move according to Facebook,

但是广告是许多应用程序可以免费使用并仍然通过非直接付款支持开发人员和发布者的一个重要原因。 根据Facebook的这一举动，

“We know this may severely impact publishers’ ability to monetize through Audience Network on iOS 14, and, despite our best efforts, may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14 in the future.” — Facebook

“我们知道，这可能会严重影响发布商通过iOS 14上的Audience Network获利的能力，尽管我们已尽了最大努力，但可能会导致Audience Network在iOS 14上如此无效，以至于将来在iOS 14上提供它可能没有意义。 。” — Facebook

This basically means that developers will need to look at other ad programs from possibly Google or maybe in the future Apple themselves to generate profits.

从根本上讲，这意味着开发人员将需要查看可能来自Google或将来苹果自己的其他广告程序，以产生利润。

Facebook said that it expects ‘less impact’ on its own advertising business since it doesn't need device-level information but losing Audience Network on an entire platform, will be a huge loss for them and a huge source of income that’ll disappear.

Facebook表示，由于它不需要设备级信息，但预计将对其自身的广告业务产生“较少影响”，但在整个平台上失去受众网络，将对他们造成巨大损失，并且巨大的收入来源将消失。

The other side of all of this is the users themselves.

所有这一切的另一面是用户自己。

Data privacy is important and these new changes in my opinion are welcome in an environment where it's currently hard to tell how my own data is being collected by all these large companies. It also finally gives users direct control over which apps I trust to track me (the answer is none, I really don't mind irrelevant ads).

数据隐私非常重要，在目前很难确定所有这些大公司如何收集我自己的数据的环境中，我认为这些新变化值得欢迎。 最终，它还使用户可以直接控制我信任要跟踪的应用程序(答案是没有，我真的不在乎无关的广告)。

More than that for Apple it may serve to be a huge differentiator between iOS and Android. Where if you want to keep your privacy and data secure, iOS (and more importantly Apple) is the way to go.

对于苹果公司而言，这还不仅仅可以作为iOS与Android之间的巨大区别。 如果您想保护自己的隐私和数据安全，那么可以使用iOS(更重要的是Apple)。

I’d love to know what the community thinks.

我很想知道社区的想法。

Do you want more privacy and control? Do you think Facebook will be hit quite hard or do they have a strong model already in place? And what about the publishers and developers who really seem to be getting the short end of the stick?

您想要更多的隐私和控制权吗？ 您认为Facebook会受到很大冲击还是已经建立了强大的模型？ 那么，那些真正似乎只能忍受不了的发行商和开发商呢？

I'll leave you all with this last quote,

我要用这最后的报价给大家，

“Our view is that Facebook and targeted ads are a lifeline for small businesses, especially in the time of Covid, and we are concerned that aggressive platform policies will cut at that lifeline at a time when it is so essential to small business growth and recovery,” — Wehner

“我们的观点是，Facebook和定向广告是小型企业的生命线，尤其是在Covid时代，我们担心，在对小型企业的成长和复苏至关重要的时候，积极的平台政策会削减该生命线，” – Wehner

Photo by Tim Mossholder on Unsplash

Tim Mossholder在 Unsplash上 拍摄的照片

If you liked this article check out some more!

如果您喜欢这篇文章，请查看更多内容！

翻译自: https://medium.com/macoclock/could-apple-seriously-hurt-facebooks-business-model-64565f2ee85a

facebook回击苹果