It’s now been six months since Facebook took out full-page ads in the New York Times saying that Apple’s privacy moves will destroy small businesses. However, anyone who knows how much of Facebook’s business model relies upon effective advertising (98.5%, to be exact) quickly realized why they were so mad – Apple’s move directly impacts the core of their business. Yet while the vast majority of Facebook’s $86B in revenue comes from advertising on its core platform, due to the amount of data it already has about its users from their profiles, they’re still sitting pretty. Yes, SMB advertisers will be affected by the reduction of IDFA data, but the biggest hit comes to the 19,000 app developers that monetize using Facebook’s Audience Network (FAN).
Insights – Business of Apps