Apple’s iOS14 App Tracking Transparency feature is expected to be the default setting for all users come early spring, reports TechCrunch.
The iOS14 feature requires users to opt-in to data tracking, preventing Facebook advertisers and Facebook advertising agencies (among other digital online advertisers) from adequately gathering data on their target audiences. This update will affect data collection, and it has, in fact, led Facebook to create changes to ads. Recently, for example, Facebook has been rolling out the new Attribution Settings, which no longer includes the 28-day click window.
Changes to ads have resulted in glitches. Last week, an account manager from AdvertiseMint saw that data for an account disappeared, only to return after a two-hour period. Glitches like this should be anticipated while Facebook continues to roll out changes to the ad system.
The iOS14 update has rattled Facebook advertisers, afraid that Facebook’s data-tracking powers and precision-point targeting — capabilities the social media company has been known for — will no longer be as it was. Many question whether Facebook advertising will be as effective, and they can only wait until spring to see the full effects of Apple’s new software update.