Facebook Says Apple's iOS 14 Anti-Tracking Features Will Cut 50% of its Audience Network Ad Revenue

Facebook today warned advertisers that Apple's upcoming anti-tracking tools could cause a more than 50 percent drop in Audience Network publisher revenue due to the removal of personalization from ads within apps.

iOS14AntitrackFacebookSad 1
In a blog post, Facebook said that it does not collect the identifier from advertisers (IDFA) from Facebook-owned apps on iOS 14 devices, as Apple added a feature that requires users to agree to ad tracking to prevent cross-app and cross-site tracking used to provide targeted ads. Facebook says that it's not a change that it wants to make, but Apple has "forced this decision."

Apple devices offer an "Identifier for Advertisers" (IDFA) that Facebook and its advertising partners use for ad targeting purposes. In iOS 14, the IDFA is an opt-in feature, providing more transparency for users who would prefer not to be tracked in apps and on websites.

This is not a change we want to make, but unfortunately Apple's updates to iOS14 have forced this decision. We know this may severely impact publishers' ability to monetize through Audience Network on iOS 14, and, despite our best efforts, may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14 in the future.

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.

apptrackingios14toggle
Facebook says that many of its developers and publishers will be "hurt" by iOS 14 at an "already difficult time," and that it plans to invest time and resources into building monetization products for publishers and supporting platforms outside of iOS 14.

Related Forum: iOS 14

Top Rated Comments

AngerDanger Avatar
15 months ago
"Contract killer says anti-murder laws will cut 50% of his revenue."
Score: 209 Votes (Like | Disagree)
jeblis Avatar
15 months ago
Good. Ads are OK, tracking isn't.
Score: 137 Votes (Like | Disagree)
Elijen Avatar
15 months ago
So it's a win-win scenario!
Score: 116 Votes (Like | Disagree)
souko Avatar
15 months ago
Thanks Apple, you did great job.
Score: 89 Votes (Like | Disagree)
dwfaust Avatar
15 months ago
Everybody wins. No tracking. Maybe no Facebook soon.

I've been Facebook free for over 4 years now. Don't miss it. At all.
Score: 64 Votes (Like | Disagree)
dmccloud Avatar
15 months ago
Facebook is a joke. All that company cares about is its tracking and ad services, the actual customer be damned...
Score: 58 Votes (Like | Disagree)

Top Stories

studio buds family

Beats Studio Buds Debuting Today With Active Noise Cancellation, Stemless Design, and More for $150

Monday June 14, 2021 8:00 am PDT by
We've seen a lot of teasers about the Beats Studio Buds over the past month since they first showed up in Apple's beta software updates, and today they're finally official. The Beats Studio Buds are available to order today in red, white, and black ahead of a June 24 ship date, and they're priced at $149.99. The Studio Buds are the first Beats-branded earbuds to truly compete with AirPods...
affinity designer contour tool

Serif Updates Affinity Photo, Designer, and Publisher With New Tools and Functions

Thursday February 4, 2021 1:58 am PST by
Serif today announced across-the-board updates for its popular suite of Affinity creative apps, including Affinity Photo, Affinity Designer, and the Apple award-winning Affinity Publisher for Mac, all of which were among the first professional creative suites to be optimized for Apple's new M1 chip. "After another year which saw record numbers of people switching to Affinity, it's exciting to...
maxresdefault

Craig Federighi and Greg Joswiak Discuss iPadOS 15, macOS Monterey, Privacy, Shortcuts on Mac, and More

Saturday June 12, 2021 6:12 am PDT by
As is tradition, Apple executives Craig Federighi and Greg Joswiak joined Daring Fireball's John Gruber in an episode of The Talk Show to discuss several announcements that Apple made over this weeks WWDC, including iPadOS 15, macOS Monterey, and a large focus around privacy. Federighi kicks off the conversation discussing the common architecture, now thanks to Apple silicon, across all of...
M1X MBP Feature

Leaker: Upcoming MacBook Pro to See Price Hike Over Current Model, Equal Performance Across 14 and 16-Inch Sizes

Tuesday August 24, 2021 5:28 am PDT by
The upcoming 14-inch MacBook Pro is set to be more expensive than the current 13-inch MacBook Pro and both the 14 and 16-inch models will offer the same performance, according to the leaker known as "Dylandkt." The leaker shared the information on Twitter, explaining that both of the upcoming MacBook Pro models, expected to come in 14 and 16-inch sizes, will feature the same performance due...
youtube apple tv

YouTube Discontinuing 3rd-Generation Apple TV App, AirPlay Still Available

Wednesday February 3, 2021 3:09 pm PST by
YouTube is planning to stop supporting its YouTube app on the third-generation Apple TV models, where YouTube has long been available as a channel option. A 9to5Mac reader received a message about the upcoming app discontinuation, which is set to take place in March.Starting early March, the YouTube app will no longer be available on Apple TV (3rd generation). You can still watch YouTube on...
General Apps Messages

Android iMessage Competitor Puts Pressure on Apple

Friday July 30, 2021 3:15 am PDT by
Google and the three major U.S. carriers, including Verizon, AT&T, and T-Mobile, will all support a new communications protocol on Android smartphones starting in 2022, a move that puts pressure on Apple to adopt a new cross-platform messaging standard and may present a challenge to iMessage. Verizon recently announced that it is planning to adopt Messages by Google as its default messaging...
YouTube Picture in Picture Feature

YouTube Premium Subscribers Can Now Use iOS Picture-in-Picture: Here's How

Wednesday August 25, 2021 3:55 am PDT by
Google has rolled out picture-in-picture support as an "experimental" feature for YouTube premium subscribers, allowing them to watch video in a small window when the app is closed. If you're a premium YouTube subscriber looking to try out picture-in-picture, follow these steps: Launch a web browser and sign into your YouTube account at YouTube.com. Navigate to www.youtube.com/new. Scroll...
iPhone 13 Dummy Thumbnail 2

Kuo: iPhone 13 to Feature LEO Satellite Communications to Make Calls and Texts Without Cellular Coverage

Sunday August 29, 2021 7:39 am PDT by
The iPhone 13 will feature low earth orbit (LEO) satellite communication connectivity to allow users to make calls and send messages in areas without 4G or 5G coverage, according to the reliable analyst Ming-Chi Kuo. In a note to investors, seen by MacRumors, Kuo explained that the iPhone 13 lineup will feature hardware that is able to connect to LEO satellites. If enabled with the relevant...
twitterqrcode

Twitter Introduces QR Codes for Sharing and Following Accounts

Wednesday November 16, 2016 4:13 pm PST by
Twitter today introduced Snapchat-style QR codes, which are designed to make it easier to find and follow friends on the social network. Each Twitter QR code is unique to an individual Twitter user, so when scanned, it'll bring up the person's account. To access your Twitter QR code, you'll need the official Twitter app for iOS. In the app, go to your profile, tap on the gear icon, and select...
macOS Monterey on MBP Feature

Apple Seeds Sixth Beta of macOS Monterey to Developers

Monday August 30, 2021 1:11 pm PDT by
Apple today seeded the sixth developer beta of macOS Monterey, the newest version of the macOS operating system. The sixth beta comes three weeks after Apple released the fifth macOS Monterey beta. Registered developers can download the beta through the Apple Developer Center and once the appropriate profile is installed, betas will be available through the Software Update mechanism in...