Apple’s IDFA Changes Lead Facebook to Switch to Bidding Only for Audience Network

There
has
been
a
lot
of
commotion
in
the
tech
industry,
and
a
big
part
of
the
reason
why
that
is
the
case
has
to
do
with
the
fact
that
Apple
is
bringing
changes
to
its
IDFA
(The
Identifier
for
Advertisers)
that
would
make
it
so
that
users
would
be
able
to
greatly
limit
the
amount
of
data
that
companies
can
use
to
target
ads
for
them
if
they
so
choose.
Facebook
in
particular
has
been
critical
of
this,
saying
that
it
would
reduce
the
profitability
of
such
enterprises
once
all
has
been
said
and
is
now
out
of
the
way.

One
major
change
is
coming
about
as
a
result
of
the
fact
that
Apple
has
made
a
decision
like
this
at
the
end
of
the
day.
This
change
has
to
do
with
Facebook’s
Audience
Network.
This
is
a
network
that
you
can
use
to
place
ads
on
iOS
apps
and
make
it
so
that
you
can
widen
your
reach
so
that
the
largest
possible
number
of
people
would
be
able
to
end
up
accessing
it
at
any
given
point
in
time
thereby
increasing
your
chances
of
being
able
to
find
someone
or
the
other
who
might
just
be
legitimately
interested
in
whatever
it
was
that
you
had
been
trying
to
advertise
to
them.

Waterfall
based
buying
used
to
be
commonplace
for
the
ad
network,
but
with
all
of
that
having
been
said
and
out
of
the
way
it
is
important
to
note
that
Facebook
had
been
planning
to
switch
to
a
bidding
only
model
fairly
soon.
The
new
changes
from
Apple
would
make
it
difficult
to
guarantee
future
success
based
on
historical
data,
which
is
why
Facebook
has
decided
to
accelerate
the
change
and
make
it
so
that
by
the
second
quarter
of
2021,
bidding
would
be
the
only
way
to
become
part
of
this
ad
network.

This
is
a
pretty
big
change
which
might
make
it
difficult
for
advertising
to
be
accessible
to
a
lot
of
developers,
but
at
the
end
of
the
day
Apple’s
priority
is
the
consumer
so
this
tug
of
war
is
likely
to
continue
at
least
into
the
near
future.

Image
credit:
Darren
Abate/Invision/AP
H/T:

AE.

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