So much so that Facebook had to respond to the upcoming privacy changes in iOS 14 where the company is warning its advertisers that they might actually end up seeing a drop of 50% in revenue. This is because in iOS 14, Apple is giving users the option to prevent ads from tracking users across apps and websites. As a result, users will probably start seeing less targeted/personalized ads.
According to Facebook, “While it’s difficult to quantify the impact to publishers and developers at this point with so many unknowns, in testing we’ve seen more than a 50% drop in Audience Network publisher revenue when personalization was removed from mobile ad install campaigns. In reality, the impact to Audience Network on iOS 14 may be much more, so we are working on short-and long-term strategies to support publishers through these changes.”
iOS 14 is currently slated for a release this coming fall presumably alongside the announcement of Apple’s upcoming iPhone 12 devices.