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Facebook claims that changes to Apple’s iOS 14 could hurt ad targeting

David Wener, CFO of Facebook.

Harriet Taylor CNBC

Facebook chief financial officer David Wener said on Thursday that upcoming changes to Apple’s iOS 14 operating system could damage the social network’s ability to target users.

With the update to its mobile devices, Apple will ask users if they want to allow app developers to track their activity on other apps and websites. Apple has not said when it will launch iOS 1

4, but it is expected to be released this year.

“We’re still trying to figure out what these changes will look like and how they’ll affect us and the rest of the industry, but at the very least, it’s going to make it harder for app developers and others to develop with ads on Facebook and elsewhere. said Wechner.

Until now, advertisers could Use a device ID called IDFA to better target your ads and evaluate their performance. In iOS 14, any app that wants to use these identifiers will ask users to join the tracking when the app is first launched.

The change is expected to start affecting Facebook advertising in the third quarter, but it will have a more pronounced effect in the fourth quarter, Wener said.

The company forecasts revenue growth for the third quarter of about 10%, beating analysts’ expectations for growth of 7.9%.

“We believe that Facebook and targeted advertising are a leading line for small businesses, especially during the Covid era, and we are concerned that the platform’s aggressive policies will reduce this line at a time when it is so important for small growth and recovery. business. “, Said Wener.

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