Facebook admits iOS 14 may lead to a decline in the Audience Network advertising business. San Francisco Facebook has recognized that Apple’s and coming iOS 14 may prompt a more than 50 percent decrease in its Audience Network publicizing business.
Facebook Audience Network is an in-app advertising network for mobile applications.
It will not gather the Identifier for Advertisers (IDFA) on its apps on the iOS 14 devices, the social networking app said on Wednesday
The IDFA is assigned by Apple to a user’s device which is a random ID number.
It is used by the advertisers to track data so they can deliver customized advertising.
The IDFA is used for tracking and identification of a user, without revealing any kind of personal information.
iOS 14 updates that, among different changes require applications to approach users for authorization to gather and offer information utilizing Apple’s device identifier, this was reported by Apple in June.
Facebook told us that “We believe this approach provides as much certainty and stability that we can provide our partners at this time.
We may revisit this decision as Apple offers more guidance,”
Besides, Facebook will remind the users that they have a choice on how their data is utilized on Facebook and about its Off-Facebook Activity to include, which permits them to
see a summary of the off-Facebook application and website activity businesses send to Facebook and disconnect it from their accounts.
Facebook told us that it will release an updated version of the Facebook SDK to support iOS 14.
Facebook in the press conference stated that “The new version of the Facebook SDK will provide support for Apple’s SKAdNetwork API, which limits the data available to businesses for running
Taking the limitations into consideration and in effort to reduce the impact on the effectiveness of app install campaign measurement, Facebook will also ask the business to create a new
ad account which will be dedicated to running app install ad campaigns for iOS 14 users.
Like all the advertising systems on iOS 14, the advertisers capacity to precisely target and measure their campaigns on Audience Network will be affected, and subsequently, publishers ought to anticipate
that their capacity should adequately adapt on audience network to diminish.
“Ultimately, despite our best efforts, Apple’s updates may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14,” Facebook lamented.
“These updates have a far-reaching impact on the developer ecosystem”.
The company said as the industry consultation is critical for changes to platform policies.
