Facebook says, “Ouch!”

iOS 14.5 featuring “App Tracking Transparency” is rolling out across the Apple universe and, wait… hear that? That’s Facebook screaming in pain. Why? Because now, on iOS and iPadOS 14.5, whenever anyone (including Facebook) wants to track you across apps and websites owned by other companies, they will have to get your permission.

Apple is specifically limiting the unauthorized use of IDFA (Identifier for Advertisers), a random ID that allows for anonymous ad targeting and, as importantly, cross-platform attribution metrics. Said differently, if you see an ad on Facebook, then you Google the product and make a purchase on a different website, it’s the IDFA tracking ID that allows the advertiser to attribute that sale to the ad they ran on Facebook. Without it, it will be harder for advertisers to know if an ad they ran on your iPhone worked.

Consumer targeting is an arms race, and Apple just put up a gigantic force field around Apple device owners. There are workarounds. Reach out if you want to chat about them.

Author’s note: This is not a sponsored post. I am the author of this article and it expresses my own opinions. I am not, nor is my company, receiving compensation for it.

About Shelly Palmer

Shelly Palmer is a business advisor and technology consultant. He helps Fortune 500 companies with digital transformation, media and marketing. Named LinkedIn's Top Voice in Technology, he is the host of the Shelly Palmer #strategyhacker livestream and co-host of Techstream with Shelly Palmer & Seth Everett. He covers tech and business for Good Day New York, writes a weekly column for Adweek, is a regular commentator on CNN and CNBC, and writes a popular daily business blog. Follow @shellypalmer or visit shellypalmer.com

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