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Can someone put in plain terms what this actually means for advertisers? I realize this is about protecting privacy, and I fully support that, but putting that

Can someone put in plain terms what this actually means for advertisers? I realize this is about protecting privacy, and I fully support that, but putting that aside for a second, I am part owner of a small business and an advertiser - what consequences could this have? I rely on Facebook ads to market to parents in the local area (as well as Google). We use several FB tools to try to make the target audience as specific as possible. This helps, because not everyone is interested in the services our business offers, and saves us ad money. Does this mean that the campaigns I run could become less effective, because FB is less capable of figuring out what the user is like? What will breaks exactly? Is it just retargeting?

definitelyhuman 6y ago
That’s the right question, and it doesn’t seem clear yet. FB will have iOS 14 specific ad accounts due to how different everything is, and I’d expect CPA, VO, and LAL + retargeting to be neutered They aren’t losing their audience for impressions, or their targeting data for FB users - unless shadow accounts won’t work as well, but I’m not sure how that data is gathered. The removal of IDFA and shimming SKAdNetwork between the app and ad networks means the ping back of rich app usage is useless, which is what breaks more advance campaign types. Traffic, app install, engagement etc will still be valid, and you should still be able to use existing FB audience details since that’s backed by FB usage data. So I’d guess the impact depends on your ad type usage, and how you target users. Targeting parents in specific geos should work fine on IG and FB. FAN is going to suffer though since it doesn’t have FB account backing and relies on IDFA