Facebook Warns Advertisers on Apple Privacy Changes

Facebook is warning advertisers that they can expect weaker ad performance from iPhone users once iOS 14 comes out next month and is telling them to create second advertiser accounts to contain the disruption.

Apple said earlier this year that, in the interest of better protecting user privacy, it plans to make IDFA an opt-in service for its customers. Many apps, especially mobile gaming companies, rely on the data collected via the IDFA to be able to target app install ads to new users on other big platforms like Facebook and Instagram.

In a blog post Wednesday, Facebook says it expects Apple’s IDFA changes “will disproportionately affect [Facebook’s] Audience Network [of publishers] given its heavy dependence on app advertising.”