If you're using Facebook's Audience Network, you need to be aware of some changes, and you may need to re-evaluate your approach. Coming updates to user privacy settings as part of iOS 14, which is set to be rolled out by Apple next month, will severely impact the effectiveness of ads and may render the option completely ineffective in some instances.
The change also raises more questions about the power that Apple wields over the global mobile marketplace.
As explained by Facebook :
"For developers and publishers using Audience Network, our ability to deliver targeted ads on iOS 14 will be limited. As a result, some iOS 14 users may not see any ads from Audience Network, while others may still see ads from us, but they'll be less relevant. Because of advertisers’ reduced ability to accurately target and measure their campaigns, app developers and publishers should expect lower CPMs on Audience Network and likely other ad networks on iOS."
The specific change that Facebook's referring to is the update to Apple's Identifier for Advertisers (IDFA), which allows app owners to track individual user data within apps - the tracker cloaks a users' personal information, but still provides data on in-app activity, like actions taken in the app, acquisition chains, etc.
Facebook says that it will release an updated version of its Audience Network SDK to support iOS 14, while it will continue to seek new ways to assist advertisers impacted by the change.
In short, Audience Network ads are about to get a lot less effective. And right now, there's not much Facebook can do to stop it.
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