In recent developments, Meta, the parent company of Facebook, has announced its intention to offer support for app download directly from Facebook advertising to users in the European Union (EU). This strategic move positions Meta to potentially compete with the likes of Google and Apple’s app stores in the future.
Facebook App download support
According to reliable sources, this new type of ad will begin as a test involving a select group of Android app developers later this year. Meta sees an opportunity to explore this avenue due to the forthcoming implementation of a new EU rule known as the Digital Markets Act (DMA), set to take effect next spring. The DMA considers Apple and Google as “gatekeepers” and mandates them to open up their mobile platforms to alternative methods of app downloads.
While Android already supports sideloading, Google makes it challenging by linking in-app pricing and licensing to the Play Store, accompanied by warning messages that appear when an Android app is downloaded from other sources. Nevertheless, Meta seems to consider it more feasible to conduct its test on Android first, rather than Apple’s iOS.
Meta’s proposition to pilot developers is that by hosting their Android applications and enabling Facebook users to download them without redirecting them to the Play Store, developers can experience improved conversion rates for their app install advertisements. Moreover, Meta does not intend to take a percentage of in-app revenue from the participating apps, allowing developers in the test to continue using their preferred payment systems.
Interestingly, Meta is not alone in its aspirations to become a mobile app distributor once the EU’s DMA comes into effect. Microsoft, in March, expressed its plans to establish an alternative app store for games on iOS and Android in Europe next year.
As Meta seeks to expand its influence and capitalize on the opportunities presented by the changing regulatory landscape, the support for Facebook app downloads in the EU signifies a bold step towards potentially challenging the dominance of established app stores. By diversifying app distribution methods, Meta aims to provide a more streamlined experience for users while empowering developers with greater flexibility and potentially higher conversion rates.
To get our latest news once they’re published, please follow us on Google News, Telegram, Facebook, and Twitter. We cover general tech news and are the first to break the latest MIUI update releases. Also, you get issues-solving “How To” posts from us.
