Apple’s new anti-tracking tools on iOS 14 will render Facebook’s Audience Network ineffective, causing a significant drop in publisher revenue.
Facebook is warning developers and advertising community that the upcoming iOS update will harm the targeted advertising businesses tremendously. Reportedly, iOS 14 will enable privacy changes that will make it impossible to track users’ activities on the internet and the app ecosystem, preventing Facebook from serving them targeted ads.
The new OS update will place more restrictions on user data. It will impact the social network’s Audience Network service that lets advertisers target users even when they are using non-Facebook applications. While Facebook did not reveal how much this new version of iOS will affect its business, it did mention that removing personalization will cause a 50% drop in Audience Network revenues.
It is worth noting that iOS beta has already impressed users by displaying which app does what on their device. For example, last month users were alerted how LinkedIn was copying every keystroke of users and how Instagram opened iPhone’s camera even when users scrolled photo feed.
Now, according to Facebook, iOS 14 will make user permission for tracking ads necessary for preventing cross-site and cross-app tracking, which is vital for targeted advertising. Due to this, Facebook will not be able to collect the Identifier for Advertisers (IDFA) from Facebook-owned applications on devices running iOS14.
See: Facebook exposed user data to thousands of app developers
Apple devices previously offered an IDFA that was used by Facebook and its adv ..
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