Facebook Says Apple’s Changes to iOS Will Dramatically Hurt Ads
- Social network will stop collecting some targeting information
- Advertiser platform will face ‘severe impact’ from changes
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Facebook Inc. said its apps will no longer collect unique device data from people using Apple Inc.’s upcoming iOS 14 operating system, a change that will drastically hinder the social network’s targeted advertising business, including its ad platform for developers, called Audience Network.
Apple announced modifications coming to iOS 14 at its annual developer conference in June, including a change to a unique code linked to each device, known as an Identification for Advertisers, or IDFA. App developers, including Facebook, have historically used IDFA to help target users with ads, and track the performance of ads across different devices.