“iOS 14.5 is available for your iPhone and is ready to install.” The notification that popped up just a few days ago on May 3, too many. It was just a simple update that probably meant new emoji characters and some new UI features; however, those that have been keeping track since the update that came before knew what to expect.

We mean that Apple has introduced a feature on users’ iPhones that allows them to give websites and apps their permission to be tracked for advertising purposes. It was one of the best things about the new updates for those that aren’t in the advertising or marketing industry. Still, it presents a new challenge for us: how will we be able to advertise on Facebook mobile and Instagram (an app also owned by Facebook).

A recent study conducted by Flurry Analytics has shown that only four percent of iOS users in the U.S. have allowed apps to track them, whereas, outside the U.S., it’s around 12%. Jon Loomer, a marketing guru on all things related to Facebook, recently stated in his podcast that while the new iOS14 may negatively affect clients’ ad revenue, it does give an insight into what to expect in the future when it comes to privacy and tracking, such as other browsers and companies implementing similar features. Loomer added that clients could still adjust their budgets accordingly while there won’t be any immediate solutions. While there’s still uncertainty about how to go about this, it could be argued that from now on, we may see some advertisers try different methods when it comes to reaching their audience. In the meantime, we’ll keep you all up-to-date with any news related to iOS 14