And now for some good news: Facebook says it is going to make less money when Apple releases iOS 14. I have no idea what “Audience Network publisher revenue” is but can only hope it represents a major part of Facebook’s revenue.
Facebook warns that iOS 14 could render Audience Network ineffective in iOS 14, and so it might not be offered on the platform in the future. Facebook says that it will have limited ability to deliver targeted ads in iOS 14. Some iOS 14 users will see no ads from Facebook’s Audience Network program, while others will see less relevant ads. Publishers and developers who use Facebook’s Audience Network program should count on lower CPMs.
While it’s difficult to quantify the impact to publishers and developers at this point with so many unknowns, in testing we’ve seen more than a 50% drop in Audience Network publisher revenue when personalization was removed from mobile ad install campaigns. In reality, the impact to Audience Network on iOS 14 may be much more, so we are working on short-and long-term strategies to support publishers through these changes.
iOS 14 has a prominent “Tracking” section in the Privacy portion of the Settings app, where users can disable the option for apps to track them all together. Even if this feature is toggled off, apps must still ask permission to track users across apps and websites owned by other companies, which is a blow to the silent ad-related tracking that has been going on behind the scenes.
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