Facebook: Apple’s iOS 14 Will Dramatically Hit Ads Network
In June, Apple Inc. announced the launch of its upcoming iOS 14 operating system, including a modification to IDFA (Identification For Advertisers). IDFA is a unique code linked to each device that the developers used to target users with ads while tracking the performance of ads across the devices.
With the launch of iOS 14 in Apple’s devices, it will become hard for app developers like Facebook to target the audience. This is because the developers will need to display a warning label to users every time they tend to collect IDFA for ads targeting. With iOS 14, the users will have an option to opt-in or out to share their device data.
Undoubtedly, this new iOS 14 operating system is secure and safe for Apple users. However, it is not good at all for small businesses. Due to the spread of COVID-19, several small businesses are going through difficult times in approaching and targeting the potential audience for their products or services. This new update by Apple Inc. is going to prove as a huge block in their way to customer targeting.
On Wednesday, Facebook officials showed great concern against the iOS 14 update from Apple. They said that 1000s of developers use Facebook to fill the ad inventory and the Audience network revenue for those can fall to 50% without IDFA information to target marketing messages. Thus, Facebook is planning to eliminate the service in the case of iOS 14 users. This step can impact the ability of publishers to monetize via the audience. But Apple has left them no choice but to do so.
Talking about Apple Inc., the company has always been highly concerned about its users’ security. On Apple’s app store, the apps are well-known for high-standards in maintaining users’ trust through content, privacy, and security. For Apple, the users’ security has always remained on the top of the list. And, this new update in iOS 14 is a part of Apple’s broader effect to enhance data security and privacy for iOS users.
This is not the first time that these two giants are in confrontations. There are several times in the past as well, where Facebook has opposed Apple’s strict ways of implementing software for its users. However, Apple has always followed its ways to come out as a champion of user privacy despite a significant loss to the other small businesses.