Facebook to require new ad accounts to run app install ads targeting iOS 14

Facebook this week said it will require advertisers to create new ad accounts to run app install ads targeting iOS 14. Facebook clarifies this helps to preserve the fidelity of the app install campaign measurement.

Facebook will launch the new account creation for iOS 14 app install campaigns in early September.

iOS 14 users will rely on Apple’s SKAdNetwork API, which has a different methodology from the existing measurement capabilities for Android and iOS 13 & older versions.

Facebook says that the requirement for a new account only affects App Install ads for iOS 14 users.

This week Facebook admitted that it could shut down Facebook Audience Network for iOS 14, as the new consent manager in iOS 14 will cripple advertiser’s ability to target and measure ads on app publishers. Facebook has around 19,000 developers and publishers connected to Facebook Audience Network.

Facebook is advising publishers to implement non-IDFA match methods such as Facebook Login or Advanced Matching to share (with applicable permissions) hashed customer contact information (e.g., email address).

Google this month updated the GMA SDK, so app publishers can set up a consent messaging to help prevent a significant loss in ad revenue.

In the next quarter, in parallel with the iOS 14 update, there is the TCF 2.0 implementation in Europe. iOS 14 and TCF 2.0 will impact publishers’ revenue. In TCF 2.0, according to a pool in Reddit, more than half of the publishers are getting over 75% of approval in the consent manager. How will it be with iOS 14?