Meta will allow direct download of applications from Facebook ads

04 July

Meta seeks to change the way app advertising is done

In a bold move that could alter the app store landscape, Meta (formerly Facebook) plans to introduce a new ad type in the European Union that allows users to directly download apps that are being advertised. This initiative positions Meta as a future competitor to established app store giants such as Google and Apple.

This strategic move by Meta, which will be launched as a pilot program with selected Android app developers, takes advantage of the upcoming Digital Markets Act (DMA) regulations, which aim to foster competition and openness in the mobile app market.

In this article, we will delve into the details of Meta’s plan and its potential implications for the advertising industry, with a focus on the

app advertising


Meta assumes the role of application distributor

The forthcoming DMA legislation designates Google and Apple as gatekeepers and requires alternative methods of app distribution on their platforms. Although Android technically allows sideloading, Meta recognizes the opportunity to challenge the existing paradigm by offering a direct download option through its platform.

By bypassing the traditional app store route, Meta aims to offer Android users a seamless app installation experience, which could increase conversion rates for developers’ app install ads.

The first tests will be with Android

Meta’s decision to start the pilot program on Android, rather than Apple’s iOS, shows a calculated approach. Android’s support for sideloading provides a foundation, although the limitations imposed by billing and licensing built into Google’s Play Store must also be considered.

However, Meta’s confidence in choosing Android as the initial testing ground underscores its belief that this platform offers a more conducive environment for experimenting with direct app downloads.

Incentives for developers and benefits for users

To attract application developers to participate in the pilot program, Meta emphasizes the potential benefits they can gain. By hosting Android apps and allowing Facebook users to download them directly, developers can experience higher conversion rates from their app install ads.

In particular, Meta has stated that it will not initially take a share of revenue from participating apps, which will allow developers to continue using their preferred billing systems. This developer-friendly approach aims to foster a diverse and competitive app ecosystem, offering more choice to users and challenging the dominance of established app stores.

Target perspective and sector response

In an emailed statement, Tom Channick, a spokesman for Meta, confirmed the company’s interest in facilitating application distribution and acknowledged the importance of introducing additional competition in this space. However, Google did not comment on Meta’s plans, leaving room for speculation about the search giant’s response to this new challenge.

Meta is not the only company taking advantage of the WFD opportunity. Microsoft has also expressed its intention to launch an alternative app store for iOS and Android games in Europe next year, signaling a growing interest in diversifying the app distribution landscape.

Potential impact on the app stores market

If Meta’s pilot program is successful, it could disrupt the current app store market, which is dominated by Google and Apple. By offering a direct download option through Facebook Ads, Meta aims to simplify the user experience and create a more competitive marketplace for app distribution.

In addition, increased competition in the app store ecosystem can lead to greater innovation and a wider range of options for both developers and consumers. However, there are still challenges and potential obstacles ahead, such as resolving security issues and building trust among users, who are used to downloading apps exclusively from official app stores.

Meta changes the rules of the game: redefines app distribution in the EU

Meta’s strategic plan to enable direct app downloads through Facebook ads in the EU shows the company’s ambition to become a major player in the app distribution space. By taking advantage of the upcoming DMA regulations and focusing on Android as the initial platform, Meta aims to challenge the status quo dominated by Google and Apple.

Although the pilot program has not yet been launched, the potential to increase competition, improve user experience and diversify the app ecosystem is promising. As Meta and other companies explore alternative avenues for application distribution, the industry landscape could undergo major transformations in the near future.

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