Facebook has confirmed Apple’s upcoming iOS 14 changes will limit its ability to deliver targeted ads and drive down performance.
Apple announced at its WWDC conference in July that it would be deprecating the Identifier for Advertisers (IDFA) feature, which had previously served as a way for advertisers to anonymously track and identify a user in order to deliver more targeted ads.
For Facebook, the upcoming changes mean its advertising offering, Facebook Audience Network, will be adversely impacted.
“For developers and publishers using Audience Network, our ability to deliver targeted ads on iOS 14 will be limited,” Facebook said in a blogpost.
“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 said its internal testing shows publisher revenue fell by more than 50 per cent when Audience Network delivered non-personalised ads.
The depreciation of IDFA has meant Apple will now use its SKAdNetwork API for mobile app attribution, which limits the amount of consumer data made available.
Facebook confirmed it has updated its SDKs to support Apple’s new API and is asking all businesses to create a new ad account dedicated to running campaigns for iOS 14 users.
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