SAN FRANCISCO: Facebook Inc on Wednesday warned that privacy changes coming from Apple Inc could hurt smaller developers such as gaming companies disproportionately but will likely leave its own apps mostly unscathed.
Facebook said it was considering discontinuing on iPhones a tool called Audience Network, which thousands of developers put into their apps to serve ads. Facebook collects data about users from the apps where it serves those ads, which it uses to inform highly tailored targeting throughout its business.
But in June, the iPhone maker said such activity will require a pop-up notification saying the app"would like permission to track you across apps and websites owned by other companies." Digital advertising firms expect most users will decline to grant that permission. As an alternative to the tracking tools it previously provided advertisers, Apple created a new advertising network technology that was better for privacy protection of users.
"Apple's iOS 14 changes will certainly negatively affect the way that game studios and publishers currently raise revenue and gain users through sales targeted advertisements," Renee Gittins, executive director of the International Game Developers Association, said in a statement.