A persistent theory in the mobile ecosystem is that Meta will begin systematically targeting non-IDFA traffic through its Facebook Audience Network (FAN) on iOS. This belief was likely catalyzed by a brief uptick in FAN activity on iOS earlier this year, which was falsely attributed to Meta targeting non-IDFA traffic (more context in this blog […]
Comments:
FAN by itself changes nothing. A bidder only sees its own valuation; the lever only exists at the mediation layer, where you see every competing network's prediction and ranking for a given ⟨impression, creative, bid⟩. Without that visibility there's nothing to reprioritize against.