David Venus, CFO at Facebook.
Harriet Taylor CNBC
Facebook chief financial officer David Wenner said on Thursday that future changes to Apple’s iOS 14 operating system could impair the social network’s ability to target advertising to users.
With updates 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 announced when iOS 14 will launch, but it is expected to appear this year.
“We are still trying to understand what these changes will look like and how they will affect us and the rest of the industry, but at least it will be harder for app developers and other app developers and others to grow through advertising on Facebook and elsewhere,” Venus said.
So far, advertisers could Use a device ID number called IDFA to better target your ads and evaluate their effectiveness. In iOS 14, every app that wants to use these IDs will ask users to turn on the tracking feature when the app is first launched.
The change is expected to affect Facebook advertising in the third quarter, but it will have a more pronounced effect in the fourth quarter, Venus said.
The company forecasts revenue growth in the third quarter of about 10%, which exceeds analysts’ expectations for growth of 7.9%.
“We believe that Facebook and targeted advertising is a way of life for small businesses, especially in Covid’s time, and we are concerned that aggressive platform policies will shorten this lifeline at a time when it is so important for small business growth and recovery. said Venus.
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