Facebook announced plans for the impact of Apple’s much-anticipated iOS 14 release, in a detailed blog post today. Apple’s deprecation of the iOS Users’ Identifier for Advertisers (IDFA) will require apps to ask users for permission to collect and share identifying data going forward.
Key Call Outs from Facebook’s Response:
- Facebook will not collect the identifier for advertisers (IDFA) on its own apps on iOS 14 devices. But it may revisit this decision as Apple offers more guidance.
- The company will remind its users that they have a choice about how their information is used on Facebook. Also, about its Off-Facebook Activity feature. This allows users to see a summary of the off-Facebook app. They can also see website activity businesses send to Facebook and disconnect it from their accounts.
- For partners, Facebook will release an updated version of its Facebook SDK to support iOS 14. This will provide support for Apple’s SKAdNetwork API. Facebook is asking businesses to create a new ad account dedicated to running app install ad campaigns for iOS 14 users. This will mitigate the impact of the efficacy of app install campaign measurement.
- The company believes that Apple’s changes will disproportionately affect its Audience Network given its heavy dependence on app advertising. The expectation is that advertisers’ ability to accurately target and measure their campaigns on Audience Network will be impacted. As a result, publishers should expect their ability to effectively monetize on Audience Network to decrease. In fact, Apple’s updates may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14. Facebook is however expecting less impact on its own advertising business.
- In testing, Facebook has seen more than a 50% drop in Audience Network publisher revenue when personalization was removed from mobile app ad install campaigns. In reality, Facebook says the impact to Audience Network on iOS 14 may be much more. So they are working on short-and long-term strategies to support publishers through these changes.
- Facebook is encouraged by conversations and efforts already taking place in the industry to get this right for small businesses – including within the World Wide Web Consortium (W3C) and the recently announced Partnership for Responsible Addressable Media (PRAM).
Our Take on Facebook Plans:
There is still much uncertainty about all the implications of Apple’s big change in data sharing policies. Both publishers and advertisers will need to be agile in their approach to these changes.