Facebook has warned advertisers that updated user privacy settings in Apple’s latest operating system update iOS 14 will impact their ad effectiveness.
Marketers currently using the Audience Network may experience limitations in delivering targeted ads on iOS14 and some users will not be able to see any ads from the Audience Network at all.
Others may see some ads but at reduced relevancy.
As a consequence, “app developers and publishers should expect lower CPMs on Audience Network and likely other ad networks on iOS.”
Facebook admitted that it was unable to predict just what the impact may be.
During testing after the removal of personalisation from mobile app ad install campaigns, the company noted a 50% drop in Audience Network publisher revenues.
The effects could be more severe on iOS 14.
“We understand that 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 from around the globe and in 2019 we paid out billions of dollars. Many of these are small businesses that depend on ads to support their livelihood,” Facebook wrote.
The company plans to release an updated version of the Audience Network SDK to support iOS 14.
It’s not clear how these changes will affect Facebook’s ad revenues down the line.