Apple’s upcoming iOS 14 update could impact Facebook’s ad effectiveness in the Audience Network

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 27, 2020, 2:42 AM UTC

App developers and publishers in the Audience Network could likely see lower CPMs on iOS 14.

As Apple rolls out its iOS 14 update next month, Facebook warns advertisers of severe ad impacts in the audience network. This could affect developers’ and publishers’ ability to deliver targeted ads on iOS 14 and could prevent some users from seeing any or less relevant ads.

With the iOS 14 update, Apple’s Identifier for Advertisers (IDFA) tracking will allow for an opt-in, which people could utilise to turn tracking off. This could disrupt data tracking for many app developers in the Audience Network that rely on IDFA.

Facebook says it will release an updated version of its Audience Network SDK to support iOS 14. Brands using Facebook's Audience Network, may need to re-evaluate their advertising approach for iOS.

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