Facebook Exec Says Company Will Continue to Defend Itself Against Apple’s IDFA Changes

Advertising Week was all fun, panels, and games until Tuesday, when Facebook Chief Revenue Officer David Fischer brought up Apple’s Identifier for Advertisers (IDFA). IDFA is a device-specific ad ID used by most mobile marketers.

• In a virtual panel, Fischer said models relying on personalized advertising are now “under assault,” which got the conversation about the change to Apple’s IDFA flowing again.
• Fischer also said Facebook plans to "defend" its existing model against Apple's IDFA changes, which will now roll out in 2021, per CNBC.

Record scratch: In September, Apple delayed changes to its iOS 14 update that could majorly disrupt the in-app advertising landscape, in order to give us all time to prepare.

• The changes will allow iPhone users to more easily opt out of tracking when using an app. That will likely give in-app advertisers far less data to work with when it comes to targeting users.

Looking ahead: Facebook’s initial protests might have been part of the reason Apple delayed IDFA changes in the first place. With that in mind, FB's continued commitment to push back on the update could further inform Apple's decision-making in the space.