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Facebook warns Apple's iOS 14 could shave more than 50% from Audience Network revenue

Facebook on Wednesday acknowledged that Apple's upcoming iOS 14 could lead to a more than 50% drop in its Audience Network advertising business.

The Facebook Audience Network allows mobile software developers to provide in-app advertisements targeted to users based on Facebook's data.

Today, advertisers canuse a unique device ID number called the IDFA to better target ads and estimate their effectiveness.In iOS 14, each app that wants to use these identifiers will ask users to opt in to tracking when the app is first launched.

Facebooksays more than 1 billion people see at least one Audience Network ad every month, although many of those are probably using Android phones and will not be affected by the change.Facebookderives nearly all of its revenue from advertising, but it's not known what percentage is attributable to the Audience Network versus ads onFacebookand other properties.

Original article
Author: Cnbc

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