Advertising on Apple devices, particularly in-app advertising, is poised to change dramatically this Spring 2021 and it will affect all campaigns. Advertisers who follow the recommended steps to be prepared will gain a competitive marketing advantage over their competition. In this document we focus on how these changes will affect Facebook as Facebook is by far the biggest advertising platform for Apple apps.
Apple will be introducing a new privacy function in an iOS 14 update that means users must give permission for apps and websites to track them and/or access their Apple device advertising identifier (IDFA). Facebook has been using Apple’s IDFAs for many years to power their advertising campaigns.
The upcoming privacy changes imposed by Apple means that Facebook has to make adjustments to how advertisers’ campaigns are set up and run, in order to be compliant with the new privacy guidelines. Other devices, such as Android operating systems, are unaffected by this change. However, Facebook has decided to use the same system for all campaigns across all devices.
