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Facebook’s Ad Targeting will be Affected by iOS 14 Update

Apple IDFA opt-in warning

New changes in iOS 14 will give users more control over privacy and data tracking for every app on their device. This means Apple will alert you when apps are accessing your camera, microphone, location and other permissions that can track your activity across websites and apps.

For Digital advertising networks, this may not come as good news since those changes will impact their business models – track your activity around the web.

Apple IDFA opt-in warning

In August, Facebook sent out a warning to Audience Network advertisers (Facebook Audience Network helps app developers monetize their app by showing highly targeted ads that match the interests of users.), explaining that the changes to Apple’s Identifier for Advertisers (IDFA) system could impair its ad network once it’s rolled out.

For developers and publishers using Audience Network, our ability to deliver targeted ads on iOS 14 will be limited. As a result, some iOS 14 users may not see any ads from Audience Network, while others may still see ads from us, but they’ll be less relevant. Because of advertisers’ reduced ability to accurately target and measure their campaigns, app developers and publishers should expect lower CPMs on Audience Network and likely other ad networks on iOS.

Facebook explained.

The concern is that this may see more users opting out, significantly reducing tracking capacity and subsequent ad targeting options as a result. In response to those concerns, last week, Apple announced that it might delay the roll-out until next year so as to offer developers longer to organize.

While it’s going to improve privacy, Facebook says it might hurt both Facebook and advertisers that depend on that revenue.

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