Report Suggests Facebook and Snapchat Will be Most Impacted by Apple's IDFA Changes

Last month, Facebook launched a wide-scale attack against Apple’s coming IDFA changes, which will provide app users with more explicit information about data tracking by each app, and enable them to opt-out of such, if they choose.  Now, a new report has suggested there may be good reason for Facebook’s opposition – according to data from MKM Partners, Facebook, along with Snapchat, stands to suffer the most impact from the IDFA update, with many users expected to opt-out of their data tracking due to the amount of insights that both companies take in. IDFA enables app owners to track individual user data within apps, including actions taken within the app, device info, acquisition insights, etc. Right now,  iOS users can opt-out of IDFA tracking, but the settings are not readily accessible, and require some digging to find. The update to iOS 14 will make IDFA explicitly opt-in, with a new pop-up prompt when you open each app. According to MKM’s analysis, which looked at total user numbers, first-party data access and relative revenue contribution from various types of ads (which utilize different types of data tracking), Facebook and Snapchat are likely to see the biggest impact from users opting out via these…
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