David Wehner, CFO on Facebook.
Harriet Taylor | CNBC
Facebook CFO David Wehner said on Thursday that upcoming changes to Apple’s iOS 14 operating system could impair the social network’s ability to target ads to users.
By updating their mobile devices, Apple will ask users if they want to allow app developers to track their activity on other apps and websites. Apple did not say when the iOS 14 will launch, but is expected to be launched this year.
“We’re still trying to understand what these changes will look like and how they will affect us and the rest of the industry, but at the very least, it’s making it harder for application developers and others to develop with Facebook ads. and elsewhere, “Wehner said.
Until now, advertisers have been able Use a device ID named IDFA to better target your ads and estimate their effectiveness. In iOS 14, any application that wants to use these identifiers will ask users to log in to monitor the first time they run the application.
The change is expected to impact Facebook advertising in the third quarter, but will have a stronger effect in the fourth quarter, Wehner said.
The company forecast revenue growth of approximately 10% in the third quarter, beating analysts’ expectations of 7.9% growth.
“Our view is that Facebook and targeted advertising are a lifeline for small businesses, especially in the days of Covid, and we fear that aggressive platform policies will be reduced on this lifeline when it is necessary for growth and renewal. small businesses. “Wehner said.”
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