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Apple is making companies track people’s knowledge of apps, and Facebook says it can have devastating effects on some of its businesses.
The Silicon Valley-based social media giant published a blog post Wednesday denouncing the tweaks Apple has planned for its iOS 14 cellular operating system. Apple intends to prevent apps from tracking users with their Identifier. Single Device, or IDFA, without your particular permission, that the Facebook Audience Network uses to personalize advertising in third-party applications.
Facebook said it would have a significant effect on the Audience Network, cutting its iOS earnings by up to 50% due to the inability to deliver more valuable targeted advertising. It can even force Facebook to absolutely avoid the appearance of the Audience Network for iOS, the company said.
“It is rarely a replacement that we need to make, but unfortunately Apple’s updates to iOS 14 forced that decision. We know this can have a huge effect on publishers’ ability to monetize through the Audience Network on iOS 14 and despite our most productive efforts, the Audience Network is so inefficient on iOS 14 that it may not make sense to bring it to iOS 14 in the future, ”says the blog.
Audience Network is only one component of Facebook’s earnings (it’s unclear how much), and its core business of advertising in its own apps will suffer. But any attempt to cut down on knowledge gathering can put Facebook at risk, and the company recently spoke about the dangers posed by regulators and platform changes.
In a recent earnings call with analysts, corporate executives argued that Facebook was a “lifeline” for small businesses because of the pandemic, preventing them from targeting others well with ads. it can have damaging “macroeconomic effects”.
It’s an argument Facebook reiterated in its blog post Wednesday: “We believe iOS 14 will hurt many of our developers and publishers at an already difficult time for businesses. We work with more than 19,000 developers and publishers around the world and in 2019 we spent billions of dollars. Many of them are small businesses that rely on advertising for their livelihood. “
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