Last year, Apple announced that it will use IDFA on their iOS 14. It will prompt Apple users to choose between opting in or out from data tracking. This brought about commotions among social media networks. Most likely, users will choose to opt-out and it reduces the effectiveness of data harvesting on social media networks where ad insights are based. Recently, Facebook conducted a webinar about Apple’s IDFA. This is to inform its users about the possible effects of opting in and out to data tracking. Today, Facebook adds a new login mode for Creators to combat the possible effects of IDFA on them.
This update allows Facebook Creators to choose between 2 distinct modes – Classic and Limited. The Classic login mode uses the OAuth 2.0 Access Token where graphic API queries are supported. This prompts app users to access their existing accounts by granting data collection approval and consent to improve their user experience. They can also create a new account as such.
A new Limited login mode will also show as another choice. It uses JSON Web Token where graphic API queries are not supported. This allows app users to access their existing accounts by sharing only their name, profile picture, and possibly their email address. They can also create a new account as such. Creators can switch mode anytime they wish depending on the users’ app permission.
Implications for Marketers:
The new login mode added by Facebook gives marketers the flexibility to adapt to the implementation of IDFA. To avoid effects on marketing, they should educate the consumers on the benefits of data tracking to them as consumers. Once you have convinced them to consent to the use of their mobile data, there’s no need to worry about the effects of IDFA. Alternatively, marketers can use the Limited login mode for users who don’t grant permission as a safeguard to IDFA rulings.