The Apple iOS 14 operating system will require apps to ask users for permission to collect and share data using Apple’s device identifier. Facebook will not collect the identifier for advertisers (IDFA) on our own apps on iOS 14 devices.
The identifier was critical for Facebook targeting its audience network ads. Facebook says the Apple security and privacy change will halve Facebook audience network revenue.
In 2015, Audience Network had a $1B revenue run rate in ad spend. In 2018, $1.5 billion was paid by Facebook to developers and publishers.
Over 1 billion people see at least one Audience Network ad every month.
Written By Brian Wang, Nextbigfuture.com