Facebook will modify its advertising tools because of Apple’s upcoming privacy policies

Facebook announced on Wednesday that it will adjust its advertising tools to adapt to Apple’s upcoming privacy updates and limit the effectiveness of data collection functions used by advertisers.

The world’s largest social media company clashed with Apple’s “application tracking transparency” feature. Apple is expected to launch the latest iPhone software update next week, which will allow users to prevent advertisers from tracking them through different applications.

Apple said it defends data privacy rights, but faces criticism from Facebook, app developers, and startups whose business models rely on ad tracking.

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Facebook said on Wednesday that changes to its advertising tools will limit the way it selects target audiences and how it measures the success of its advertising campaigns. The company said it is investing in privacy-enhancing technologies to minimize the amount of data collected from users.

Facebook and Apple also had a dispute over iPhone manufacturers charging commissions for apps on iOS devices. From a standpoint, Facebook supports the small developers most affected by the policy.