Meta is planning to allow Facebook users in the EU to download apps directly through the social network's ads, positioning itself for eventually compete with the Google and Apple app stores. This new type of advertising is expected to begin as a pilot project with a small group of Android app developers later this year. In essence Meta will allow the download of apps directly from Facebook ads, thus drawing one "Independent" store.
A new type of ads: Meta will allow apps to be downloaded from Facebook ads
Meta sees an opportunity thanks to new regulation in the EU called Digital Markets Act (DMA) which should come into force next spring. This law regards Apple and Google as "gatekeepers" and requires that open their mobile platforms to alternative methods of app downloads. You will understand by yourself that Meta wants to take advantage of this opening to enter the providers that allow the download of applications.
Android technically already allows the side loading, though Google makes it difficult linking its in-app billing and license with the Play Store, along with the warnings it shows when someone tries to download an Android app from another source. Despite this, Meta believes that he is safer try its test on android first rather than on Apple's iOS system.
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Meta's proposition to developers participating in the pilot is that by hosting their Android apps and allowing Facebook users to download them directly without being redirected to the Play Store, they will see higher conversion rates for their app install ads. At least initially, Meta doesn't plan to take a percentage of in-app revenue from participating apps, so developers in the pilot could still use whatever billing system they wanted.
A spokesperson for Meta, Tom Channick, confirmed the plan in an emailed statement: “We've always been interested in helping developers distribute their apps, and new options would add more competition to this space. Developers deserve more ways to easily get their apps to the people who want them“. Google has not yet responded to a request for comment. It is worth noting that Meta isn't the only company that wants to become a mobile app distributor when the EU DMA goes into effect. In March, Microsoft said it hopes to launch an alternative app store for iOS and Android games in Europe next year.
Source | The Verge
