Today, various application downloads are done through the Google Play Store or the Apple AppStore. However, with European Union legislation that wants to allow users to download applications from other providers or third parties, now Meta is looking at new opportunities.
Through initial reports, Meta is said to want to enable users to be able to download applications directly through Facebook ads. This means, the user will continue to download the application when clicking on any related advertisement on Facebook – thus speeding up the process of installing an application on the user's device.
Meta is expected to experiment with this new form of advertising on a limited basis with a select number of Android app developers this year. Meta promises a higher install rate than a link that needs to be clicked before it can be downloaded.
In addition to Meta, several other parties are also looking at their respective alternative offerings in the application store arena in parallel with the new legislation of the European Union that wants to break the monopoly of application stores by the provider platform.