He argued that Instagram wants its users to have control over their data and understand what data it has. Particularly during a pandemic when they're hurting.' 'There are millions of them out there that rely on us to target customers and to reach those customers. 'It's going to be much, much more problematic for all the small businesses,' he said. 'If the ecosystem changes in a way that advertisers can't really measure their return on investment, that's really going to be, yes, somewhat problematic for our business, but it's going to be problematic for all the big ad platforms roughly equally, so I'm not that worried about it over the long run,' he said. On CNBC's ' Squawk Box' on Friday, Mosseri said Instagram's advertising business requires certain data to show users relevant ads and to provide value for its advertisers, the majority of which are small and medium-sized businesses. But whereas the option to turn off the tracking is usually buried in a user's options today, many expect having it be front-and-center would encourage most users to opt out. Advertisers use that identifier to better target ads to individual users and estimate how well they work. In June, Apple said iPhone users would be given the option to block tracking when opening an app.
