TikTok and Spotify outline their Black History Month initiatives, David Cohen reports on the details. 

Across media and marketing, there is a lot of activity celebrating Black History Month. Hopefully, this year we’ll see a narrowing of the gap between the PR and the action.   

Elsewhere, Facebook and Apple continue to spar in public over the latter’s upcoming privacy changes that will seriously hamper Facebook’s ability to prove its ads work, leading to marketers spending less and ad prices declining. 

The latest development: iPhone users with Facebook or Instagram installed will start seeing prompts asking whether they want to be tracked across different apps and sites, David Cohen reports. Facebook is overlaying its own prompt offering more context, designed to encourage users to allow tracking. Check out the piece for a running list of the two tech titans trading barbs.

The stakes are getting pretty high for Facebook. One analyst expects the company to take a 7% revenue hit in the second quarter due to the change. This prompt should give Facebook data on how likely people will be to opt-out ahead of Apple’s sweeping changes, which are due this quarter.

My colleague Ronan Shields is delving into how the industry is preparing for Apple’s crippling changes, follow his reporting for more.

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Thanks for reading and have a great week!

Lucinda 

Lucinda.southern@adweek.com

The two tech giants continue their back-and-forth over changes to the IDFA mobile ad tool.

The social network also kicked off several Black History Month initiatives across its family of apps.

Platform will be combined with PrendeTV, the broadcaster's new streaming service.

Company also sets virtual upfront event for March 3.