Facebook Expects iOS 14.5 Privacy Changes to Have Manageable Impact
Facebook executives state that Apple's App Tracking Transparency feature in iOS 14.5 will pose "manageable" headwinds for the social network's advertising business. The company is actively rebuilding its ad technology to maintain performance despite having access to less user data.
Facebook announces that Apple's App Tracking Transparency feature in iOS 14.5 will have a "manageable" impact on its business starting in the second quarter of 2021. The social media giant anticipates increased ad targeting headwinds due to this update, which forces developers to ask for explicit permission before tracking users across other apps and websites.
To prepare for these privacy changes, Facebook is doing a massive amount of work to rebuild significant elements of its advertising technology. Executives explain that the company is working directly with customers to implement Apple's new API alongside Facebook's own aggregated events measurement API to mitigate data loss.
Facebook executives criticize Apple's platform while expressing confidence that advertisers will still get great results using their tools in a privacy-safe way. The company continues to advocate for personalized advertising and collaborates with industry organizations on privacy-enhancing technologies to improve ad performance with less user data.