Apple may postpone the release of iOS14's new privacy features that could deal a massive blow to the online advertising industry. The matter is very serious: Facebook has warned its investors to expect a sharp decline in revenues, and even goes so far as to fear the possibility of completely removing the Audience Network service from iOS, which brings Facebook ads to apps and mobile websites of third party developers.
Specifically, Apple will allow users to choose whether apps will be able to collect information about their web activities; many are expected to opt for "no", which could cause a drop in the effectiveness of targeted advertising campaigns. According to a recent report from Wall Street Journal, it's not just Facebook that is preparing for the worst: the estimate is that the price of ads on iOS could drop by as much as 40%. There are few optimistic voices, perhaps looking at the long term, but according to The Information Apple is following the debate and considering how to move.
It is important to point out that at the moment a decision has not been taken: but even if you opt for a postponement, a total cancellation is very unlikely, given that the public announcement has now been made. However, it is worth noting that Apple has a direct interest in maintaining the profitability of the ADV: it is precisely the advertising that allows free-to-play games to stay afloat, and these games then offer in-app purchases, from which Apple holds back, as we all know, 30% for itself. And mobile games are the main source of income for the various app stores.