Facebook says Apple’s iOS 14 changes could hurt its ad targeting – tech2.org

Facebook says Apple’s iOS 14 changes could hurt its ad targeting


David Wenner, CFO on Facebook.

Harriet Taylor | Cnbc

Facebook’s Chief Financial Officer David Wenner said on Thursday that changes to Apple’s iOS 14 operating system could hurt the social network’s ability to target ads to users.

With updates to its mobile devices, Apple will ask users if they want to let app developers track their activity on other apps and websites. Apple has not revealed when iOS 14 will launch, but it is expected to roll out this year.

“We are still trying to understand what these changes will look like and how they will affect us and the rest of the industry, but at the very least, it is up to app developers and others to use ads on Facebook Is going to make it harder. Anywhere else, “said Wener.

Until now, advertisers could For better targeted ads use a device ID number called IDFA and estimate their effectiveness. In iOS 14, each app that wants to use these identifiers will ask users to opt-in tracking when the app is first launched.

Facebook’s advertising changes are expected to begin in the third quarter, but will have a more pronounced impact in the fourth quarter.

The company forecast revenue growth for the third quarter of 10%, beating analysts’ expectations for a 7.9% increase.

“Our view is that Facebook and targeted advertising are a lifeline for small businesses, especially in Kovid’s time, and we are concerned that aggressive platform policies will cut a time on that lifeline when it comes to small business growth and recovery. To be necessary., “Said Wener.

Watch: Facebook beats top and bottom line in Q2

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