Apple will release iOS 14, which according to Facebook will affect its Audience Network advertising business. It is nothing new to point out that Facebook’s main source of income is advertising, in fact, together with Google, it dominates the market in the digital world, but it is new that Apple and the iPhone are seen as one of its greatest risks. This is how the Menlo Park company itself acknowledged on Wednesday when informing that it is preparing Italy Mobile Database for the arrival of iOS 14, the new version of the operating system of the Cupertino technology company. In this sense, Facebook pointed out that one of the main characteristics of the software is that it will prevent the collection of the identifier for advertisers (IDFA) in their own applications, on Apple mobile devices such as the iPhone or iPad.In this regard, the firm led by Mark Zuckerberg acknowledged that this situation could cause a drop of more than 50 percent in its advertising business Audience Network – which it uses to offer targeted advertising of higher value.
This is because it will no longer be possible to personalize mobile ad installation campaigns and, in fact, he warned that the impact can be much greater.“This is not a change we want to make, but unfortunately, Apple’s updates to iOS14 have forced us to make this decision. We know that this can seriously affect publishers’ ability to monetize through the Audience Network on iOS 14, and despite our best efforts, it can make the Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS. 14 in the future, ”Facebook notes Brother Cell Phone List in a blog post. Although the adjustment forced by Apple affects only part of its business, it is not known how much impact it could have on its advertising revenues, since according to Facebook, more than one billion people see at least one advertisement from the Audience Network. While iPhone users are only a proportionate share and the majority are considered to be people with Android devices, Menlo Park does not like being taken away from a way to increase their earnings. According to Facebook, the change forced with iOS 14 will only affect your company, but small businesses that have seen on their platform “a lifeline” to target people effectively.
“We understand that iOS 14 will hurt many of our developers and publishers at an already difficult time for businesses. We work with more than 19,000 developers and publishers around the world and in 2019 we paid billions of dollars. Many of these are small businesses that depend on advertisements to sustain their livelihoods, ”he adds in his post. As contextual data, we must mention that during the second quarter of the year, Facebook reported revenues of 18 thousand 687 million dollars, of which 18 thousand 321 million were for advertising. It is a large amount and, although it is a proportional part that is affected, it must be considered that it is estimated that iOS occupies 24.82 percent of the market share of smartphone users, according to StatCounter, which would be equivalent to about 875 million consumers, taking into account that it is estimated that for this year there are 3.5 billion users of this type of device globally, according to Newzoo.