Meta, the parent company of Facebook, is set to introduce a new type of Facebook ads that will revolutionize app downloads in the European Union (EU). Currently, users in the EU have to visit their mobile platform’s app store to download apps. However, Meta’s new feature will allow users to directly download apps without visiting the app store, making the process more convenient.
It’s important to note that this direct download option will likely debut only on Android initially. Meta is reportedly working with Android developers for its pilot launch, which is slated for later this year. Android users already have the ability to install APKs and sideload apps they download through their browsers. However, these apps still rely on Google’s billing system. Meta’s alternative downloading method is expected to be completely independent of both Apple’s App Store and Google Play. This is made possible by the Digital Markets Act (DMA), a new law that will go into effect in 2024.
The DMA, designed to promote fair competition, has specific rules that allow consumers to download apps from competing app stores. It aims to prevent gatekeepers, such as Apple and Google, from engaging in unfair practices that limit consumers’ choices. The European Commission, which is responsible for implementing the DMA, stated that when gatekeepers prevent the installation of applications from other sources, consumers may end up paying more or missing out on the benefits that alternative services could have offered.
Tom Channick, a spokesperson for Meta, confirmed the company’s plan to introduce app downloads through Facebook ads. Channick expressed Meta’s interest in helping developers distribute their apps and stated that new options will add more competition to the app distribution space. He emphasized that developers deserve more avenues to easily reach their target audience. Meta is committed to supporting developers by not taking a cut from their earnings and allowing them to use any billing system of their choice. However, it should be noted that these policies may evolve as the service progresses and moves beyond the pilot testing phase.
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The introduction of direct app downloads through Facebook ads in the EU is a significant development that aligns with the goals of the Digital Markets Act. It signifies the opening up of app distribution channels and promotes fair competition among various app stores. This move by Meta will have implications for both users and developers. Users will benefit from the convenience of downloading apps directly from Facebook ads, eliminating the need to navigate through multiple app stores. Developers, on the other hand, will have increased opportunities to reach their target audience, potentially leading to greater app adoption and monetization.
It is worth noting that this new feature is currently limited to the EU market. However, if successful and compliant with EU regulations, it could potentially expand to other regions as well. Ultimately, the ability to download apps directly through Facebook ads represents a step forward in app distribution, providing users with greater choice and convenience while empowering developers to reach a wider audience. As Meta continues to refine and expand this service, it will be interesting to see how it shapes the app ecosystem and impacts the digital market landscape.
