Facebook is one of the two most dominant companies in an $80 billion industry that impacts hundreds of billions of dollars, if not trillions, in consumer spend. But a huge percentage of that revenue is now at risk, thanks to an obscure privacy move by Apple at the company’s World Wide Developer Conference in June.
Deprecating a mobile device identifier called the IDFA.
It’s a super-geeky term in a super-geeky industry: mobile advertising. But it represents a sea change in how advertisers and ad networks target ads to consumers. Good targeting leads to relevant advertising and high returns for both the advertiser and the ad network.
Poor targeting? It’s literally worth 50% less by Facebook’s own numbers.