Facebook expects ad tracking problems from regulators and Apple
Facebook’s ad revenue was up more than 45 percent during the first three months of 2020, soaring to $25.4 billion — or about seven times what Twitter makes in an entire year. But the company sees some potential problems on the horizon that could limit continued growth: regulators are closing in on ad tracking practices, and a feature launched this week by Apple could harm its ability to target ads.
“We continue to expect increased ad targeting headwinds in 2021 from regulatory and platform changes,” Facebook CFO Dave Wehner writes in the company’s Q1 2021 earnings release. Wehner specifically calls out iOS 14.5, which includes a feature that lets iPhone and iPad users easily stop apps from tracking them in certain ways. Facebook expects…