Social media logos are seen on a smartphone.
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Facebook Chief Revenue Officer David Fischer said Tuesday that the economic models that rely on personalized advertising are “under assault” as Apple readies a change that would limit the ability of Facebook and other companies to target ads and estimate how well they work.
The change to Apple’s identifier for advertisers, or IDFA, will give iPhone users the option to block tracking when opening an app. It was originally planned for iOS 14, the version of the iPhone operating system that was released last month. But Apple said last month it was delaying the rollout until 2021 “to give developers time to make necessary changes.”
Fischer, speaking at a virtual Advertising Week session Tuesday, spoke about the changes after being asked about Facebook’s vulnerability to the companies that control mobile platforms, such as