Facebook expects ad revenue to collapse due to increased privacy in iOS 14
Facebook today warned advertisers that Apple’s new anti-tracking tools could cause Audience Network ad platform revenues to drop more than 50% by removing in-app ad personalization capabilities.
In a blog post, Facebook announced that it does not collect advertising IDs from its own apps on devices running iOS 14. Apple has added a feature that warns users about surveillance and the collection of data required to deliver targeted ads. Facebook says it did not want such an outcome, but Apple forced this decision on it.
Facebook warns that iOS 14 could render the Audience Network ineffective, so the company probably won’t offer it in the future. Meanwhile, a small number of users still agree to the collection of data, but they will see less relevant ads, which will reduce the cost of thousands of impressions of such ads.
As a reminder, in the “Privacy” section of the “Settings” application of iOS 14, a “Tracking” item has appeared, in which users can specify what data and with what applications they are ready to share. However, even if this feature is disabled, apps and websites will still have to request permission to track user data, which will be a big blow to covert surveillance of Apple device owners.
