Facebook Warns Advertisers on Apple Privacy Changes

Facebook is warning advertisers that they can expect weaker ad performance from iPhone users once iOS 14 comes out next month and is telling them to create second advertiser accounts to contain the disruption. From a report: Many of Facebook's advertising partners rely on Apple's "Identifier for Advertisers" (IDFA) user tracking feature to, for instance, target would-be users by interest and see if they actually clicked on a mobile ad directing them to install a particular app. Changes to IDFA coming with iOS 14 will have a big impact on the marketing strategies for many businesses, and on Facebook's bottom line. In a blog post Wednesday, Facebook says it expects Apple's IDFA changes "will disproportionately affect [Facebook's] Audience Network of advertisers given its heavy dependence on app advertising."

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