Up to 50% less income
Apple has been making “friends” lately. If not long ago they have had (and continue to have) trouble with Epic Games, due to the whole Fortnite issue and the commission when making in-app purchases within the game, now it is Facebook that criticizes the news that the company will introduce this fall with the official release of iOS 14 and iPadOS 14.
According to Marc Zuckerberg’s company, Facebook could lose up to 50% of revenue that are generated by advertising on these platforms. The reason would be the impossibility of accessing a single record by their applications, the IDFA (Identifier from advertisteis), which allows them to collect personalized data for each device / user with which to later offer much more segmented and precise advertising for each user. .
That is to say, Facebook’s big complaint is that it won’t be able to have so much data from you to show what they really think might interest you. Of course that is surely not a problem for you. Because you don’t go to Facebook or many other apps to buy. So, without that data, your experience doesn’t change much and it could be more protected against future remains such as manipulation or misinformation, something that has already happened on occasion.
However, to justify their complaint without seeming that they are only looking for their own benefit they are saying that more than 19,000 developers and advertisers are going to have trouble making ends meet since their income depends on this Facebook ad network.
For those developers and publishers using the Audience Network, our ability to deliver targeted ads on iOS 14 will be limited. As a result, some iOS 14 users may not be able to see any Audience Network ads, while others are likely to see some, albeit less relevant ones. Since advertisers will have limited ability to accurately target and measure their campaigns, app developers and publishers will get lower CPMs on the Audience Network and likely other ad networks on iOS devices.
Will Facebook increase ads to compensate?
If the ads we see in other applications or even within the social network are no longer as effective, could this mean an increase in displayed advertising to compensate? Well, it is difficult to go ahead and say if that will happen or not.
Observing the behavior of many current applications and focusing on those of Facebook’s own (from this to others they own such as Instagram), the truth is that increasing the ratio would be shooting yourself. Because there are already many ads that are displayed.
It is true that, in theory, they are potentially interesting for users, but that does not mean that they are happening. And that is why many users are increasingly concerned about erasing their fingerprint on Facebook.
So, both Facebook and many other social networks and applications all that remains is to adapt and try to add value in another way. So that as users you do not feel watched and decide for yourself to provide certain data that by default iOS 14 will hide.