Facebook will be showing its own pop-ups to users of Apple devices to make its case for allowing targeted advertising as the iPhone maker moves to offer ways to deter data tracking.

Facebook on Monday said that pop-up messages on its iPhone and iPad apps will tout benefits of targeted ads ahead of a privacy move by Apple that could curb tracking.

The have been clashing over a changes coming in Apple’s iOS operating software, which will include a tracking transparency feature that Facebook claims could cripple its ability to serve up targeted ads and hurt many businesses.

A new Apple software feature referred to as a “privacy nutrition label” includes a displayed prompt telling people what tracking data is gathered by and asking for permission to allow it.

“To help people make a more informed decision, we’re also showing a screen of our own, along