Facebook is warning advertisers that a serious speed bump is on the way.
This week Facebook, Inc. warned advertisers about the effects of privacy and tracking changes Apple has planned for iOS 14. It’s set to debut next month.
“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,” the blog post from Facebook read.
Apple is adding new privacy protections to prevent developers from automatically tracking a user across several apps or websites. This is a method that Facebook has used historically, without seeking individual user permission, which has made targeting ads on Facebook easier.
Now though, the change could prompt some advertisers to jump ship. Especially small, local advertisers who will lose value in their Facebook marketing.
Facebook says it’s seen more than a 50% drop in Audience Network publisher revenue when personalization was removed and the iOS changes were in effect.
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