{"id":36834,"date":"2020-08-27T15:23:32","date_gmt":"2020-08-27T15:23:32","guid":{"rendered":"https:\/\/packetstormsecurity.com\/news\/view\/31522\/iOS-14-Privacy-Settings-Will-Tank-Ad-Targeting-Business.html"},"modified":"2020-08-27T15:23:32","modified_gmt":"2020-08-27T15:23:32","slug":"ios-14-privacy-settings-will-tank-ad-targeting-business","status":"publish","type":"post","link":"https:\/\/www.threatshub.org\/blog\/ios-14-privacy-settings-will-tank-ad-targeting-business\/","title":{"rendered":"iOS 14 Privacy Settings Will Tank Ad Targeting Business"},"content":{"rendered":"<figure class=\"intro-image intro-left\"> <img decoding=\"async\" src=\"https:\/\/cdn.arstechnica.net\/wp-content\/uploads\/2019\/09\/GettyImages-1173369843-800x521.jpg\" alt=\"iOS 14 privacy settings will tank ad targeting business, Facebook warns\"><figcaption class=\"caption\"><\/figcaption><\/figure>\n<aside id=\"social-left\" class=\"social-left\" aria-label=\"Read the comments or share this article\"> <a title=\"212 posters participating, including story author\" class=\"comment-count icon-comment-bubble-down\" href=\"https:\/\/arstechnica.com\/tech-policy\/2020\/08\/ios-14-privacy-settings-will-tank-ad-targeting-business-facebook-warns\/?comments=1\"> <\/p>\n<h4 class=\"comment-count-before\">reader comments<\/h4>\n<p> <span class=\"comment-count-number\">329<\/span> <span class=\"visually-hidden\"> with 212 posters participating, including story author<\/span> <\/a> <\/p>\n<div class=\"share-links\">\n<h4>Share this story<\/h4>\n<\/p><\/div>\n<\/aside>\n<p> <!-- cache hit 1161:single\/related:d5f16d9fcf20b60755becc1a3f964ce4 --><!-- empty --><\/p>\n<p>Facebook is warning developers that privacy changes in an upcoming iOS update will severely curtail its ability to track users&#8217; activity across the entire Internet and app ecosystem and prevent the social media platform from serving targeted ads to users inside other, non-Facebook apps on iPhones. <\/p>\n<p>The next version of Apple&#8217;s mobile operating system, iOS 14, is expected to hit an iPhone near you this fall. Along with its many new <a href=\"https:\/\/arstechnica.com\/gadgets\/2020\/06\/apple-takes-the-wraps-off-ios-14-at-wwdc-2020\/\">consumer-facing features<\/a>, iOS 14 requires app developers to notify users if their app collects a unique device code, known as an IDFA (ID for Advertisers).<\/p>\n<p>The IDFA is a randomly generated code that Apple assigns to a device. (Google assigns similar numbers to Android devices.) Apps can then use those codes to tie together user activity. For example, Facebook, a local shopping app, and a local weather app might all access that identifier. Facebook and other advertising businesses can then use that cross-app use data to place targeted ads for advertisers on other apps, which is what Facebook does with its <a href=\"https:\/\/www.facebook.com\/business\/help\/788333711222886?id=571563249872422\">Audience Network<\/a> program.<\/p>\n<p>The changes requiring users to opt in make the IDFA essentially useless, Facebook <a href=\"https:\/\/www.facebook.com\/business\/news\/preparing-our-partners-for-ios-14-launch\">warned developers<\/a> today. Facebook apps on iOS 14\u2014which includes Facebook, WhatsApp, Instagram, Messenger, and a host of others\u2014will no longer collect users&#8217; IDFA.<\/p>\n<p>&#8220;Despite our best efforts, [the changes] may render Audience Network so ineffective on iOS 14 that it may not make sense to offer it on iOS 14 in the future,&#8221; Facebook further explained in a <a href=\"https:\/\/www.facebook.com\/audiencenetwork\/news-and-insights\/preparing-audience-network-for-ios14\/\">blog post<\/a>. &#8220;Our ability to deliver targeted ads on iOS 14 will be limited&#8230; as a result, some iOS 14 users may not see any ads from Audience Network, while others may still see ads from us, but they&#8217;ll be less relevant.&#8221;<\/p>\n<p>Less advertising means less money, Facebook added, saying, &#8220;Because of advertisers\u2019 reduced ability to accurately target and measure their campaigns, app developers and publishers should expect lower CPMs [i.e., <a href=\"https:\/\/www.investopedia.com\/terms\/c\/cpm.asp\">views of their ads<\/a>] on Audience Network and likely other ad networks on iOS.&#8221; <\/p>\n<p>&#8220;These updates have a far-reaching impact on the developer ecosystem,&#8221; Facebook noted, which is likely to be true. Facebook also seemed to indicate displeasure that Apple acted without first consulting Facebook about its preferences, saying, &#8220;We believe that industry consultation is critical for changes to platform policies&#8230; We look forward to continuing to engage&#8221; with industry and trade groups &#8220;to get this right for people and small businesses.&#8221;<\/p>\n<h2>The stakes<\/h2>\n<p>The company is almost certainly correct that users will not opt in to having their identifier tracked when presented with the option, and that absolutely will harm Facebook&#8217;s Audience Network business. Regulators and privacy advocates, however, may disagree with Facebook over whether that&#8217;s a bad thing.<\/p>\n<p>Facebook is <a href=\"https:\/\/arstechnica.com\/tech-policy\/2019\/12\/why-the-2010s-were-the-facebook-decade\/\">almost constantly under fire<\/a> for how it handles different aspects of user privacy and user data. Last year it settled with the Federal Trade Commission for a record <a href=\"https:\/\/arstechnica.com\/tech-policy\/2019\/07\/ftc-fines-facebook-5-billion-imposes-new-privacy-oversight\/\">$5 billion penalty<\/a> over a collection of allegations relating to users&#8217; privacy.<\/p>\n<p>Facebook&#8217;s ability to track anyone&#8217;s online activity, anywhere, and tie it together across software and platforms has been a large part of its advertising strategy since 2013, when it <a href=\"https:\/\/about.fb.com\/news\/2013\/02\/facebook-to-acquire-atlas-from-microsoft\/\">acquired<\/a> a product called Atlas from Microsoft for around $100 million.<\/p>\n<p>As Facebook described it at the time, the acquisition provided an &#8220;opportunity&#8221; for &#8220;marketers and agencies&#8221; to get &#8220;a holistic view of campaign performance&#8221; across &#8220;different channels.&#8221; In short, acquiring and building out that toolset\u2014which has <a href=\"https:\/\/marketingland.com\/facebook-phase-out-atlas-brand-208462\">long since<\/a> been fully integrated into Facebook&#8217;s advertiser platform\u2014was Facebook&#8217;s key to finding the holy grail of online advertising. The company could finally track its effectiveness <a href=\"https:\/\/consumerist.com\/2014\/09\/29\/facebooks-new-ad-service-lets-advertisers-get-up-close-and-personal-everywhere-you-are\/\">everywhere<\/a>.<\/p>\n<p>Meanwhile, the relationship between Facebook and Apple also appears to be growing more tense. Facebook last week followed in <a href=\"https:\/\/arstechnica.com\/series\/epic-vs-apple-google\/\">Epic Games&#8217; footsteps<\/a> to take a <a href=\"https:\/\/www.washingtonpost.com\/technology\/2020\/08\/14\/apple-facebook-app-store\/\">public swipe at Apple<\/a> over the 30 percent fee Apple takes of any digital purchase made through an iOS app.<\/p>\n<p> READ MORE <a href=\"https:\/\/packetstormsecurity.com\/news\/view\/31522\/iOS-14-Privacy-Settings-Will-Tank-Ad-Targeting-Business.html\">HERE<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>READ MORE HERE&#8230;<\/p>\n","protected":false},"author":2,"featured_media":36835,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"colormag_page_layout":"default_layout","footnotes":""},"categories":[60],"tags":[8886],"class_list":["post-36834","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-packet-storm","tag-headlineprivacyapplefacebooksocial"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>iOS 14 Privacy Settings Will Tank Ad Targeting Business 2026 | ThreatsHub Cybersecurity News<\/title>\n<meta name=\"description\" content=\"ThreatsHub Cybersecurity News | ThreatsHub.org | Cloud Security &amp; Cyber Threats Analysis Hub. 100% Free OSINT Threat Intelligent and Cybersecurity News.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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