Drivers for DoorDash Inc., are delivering items that consumers purchase from Facebook Marketplace as part of a new partnership between the delivery app and Meta Platforms, Inc., The Wall Street Journal reported.
According to The Wall Street Journal, the deal is an attempt to get more people, especially younger ones, to use Meta-owned Facebook, according to a person familiar with the plan. For DoorDash, the partnership boosts its ambition to expand into delivering more than food.
The service lets Facebook users purchase and receive items from Marketplace without leaving their homes. It can deliver items that fit in a car trunk and are up to 15 miles away, people familiar with the plan said. Deliveries would be made within 48 hours, they said.
For Meta, the idea behind the partnership is to try and get young people to use Marketplace more often, according to the person familiar with its plans. Marketplace is a feature within Facebook that lets people sell new and used goods to one another.
The Guardian reported, in 2021, that Apple’s iOS 14.5 update included the App Tracking Transparency feature. As you may recall, the update included a setting that requires applications to ask users’ for consent before they are able to track their activity across other apps and websites. If users decline, then applications will not be able to access they unique user ID that they need to follow individuals as they live their digital lives.
The Wall Street Journal reported: Over the past two years, Meta has increased its efforts to expand e-commerce on its social-media apps because it would help it sell ads. The company lost ad revenue over the past year after Apple Inc. changed its privacy for iPhones and iPads. The changes, according to The Wall Street Journal, made it easier for people to stop apps from tracking their devices.
Personally, I think that it is good for consumers to be enabled to choose whether or not they want a specific app to track them. It is my understanding that the vast majority of Apple users opted-out of being tracked. In my opinion, it is unhealthy to base your company’s revenue entirely on the hopes that consumers will decide to allow you to track them across the internet.
In the two years since that happened, it appears that Meta is now hoping that the younger demographic it is trying to attract have forgotten about Facebook’s full-page add that appeared in The New York Times, The Wall Street Journal, and the Washington Post. In short, Facebook paid for the ads in an effort to spread misinformation about Apple’s App Tracking Transparency and Apple’s “nutrition label” that shows exactly what each app wants to track.
The Verge reported that it is still not exactly clear how many Marketplace users currently have the option for DoorDash deliveries, or how much it costs. It remains to be seen how many younger consumers want to order delivery through the Facebook and DoorDash partnership when they could just order food from DoorDash themselves.