By Alex Heath, a deputy editor and author of the Command Line newsletter. He’s covered the tech industry for over a decade at The Information and other outlets.
Meta, formerly known as Facebook, is preparing to allow users in the European Union (EU) to download apps directly through Facebook ads. This move positions the company to potentially compete with the app stores of tech giants Google and Apple.
The introduction of this new ad format will begin as a pilot program involving a select group of Android app developers later this year. Meta recognizes an opportunity to explore this initiative due to the forthcoming implementation of the Digital Markets Act (DMA) in the EU. The DMA designates Apple and Google as “gatekeepers” and mandates that they enable alternative methods for app downloads.
While Android technically permits sideloading, Google complicates the process by linking in-app billing and licensing with its Play Store. Additionally, Google presents intimidating warnings to users attempting to download Android apps from sources other than the Play Store. Consequently, Meta has decided to test this new ad format on Android rather than Apple’s iOS.
Meta’s pitch to developers participating in the pilot program is that by hosting their Android apps and allowing Facebook users to download them directly without redirecting them to the Play Store, they will experience higher conversion rates for their app install ads. Initially, Meta does not plan to take a percentage of in-app revenue from participating apps. Therefore, developers in the pilot program can continue utilizing their preferred billing systems.
Tom Channick, a spokesperson for Meta, confirmed this plan via email, stating, “We’ve always been interested in helping developers distribute their apps, and new options would add more competition in this space. Developers deserve more ways to easily get their apps to the people that want them.” Google declined to provide a comment when approached for a response.
Meta is not the only company aiming to become a mobile app distributor under the EU’s DMA. In March, Microsoft announced its intention to launch an alternative app store for games on iOS and Android in Europe next year.
Meta, formerly known as Facebook, is gearing up to challenge Google and Apple’s dominance in the app store market within the European Union. By allowing users to directly download apps through Facebook ads, Meta hopes to provide developers with higher conversion rates for their app install ads. This move comes in response to the upcoming implementation of the Digital Markets Act, which requires Apple and Google to open up their platforms to alternative app distribution methods. With Microsoft also planning to enter the market, competition in the EU’s app store landscape is set to intensify.
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