Facebook today warned advertisers that Apple’s upcoming anti-tracking tools could cause a more than 50 percent drop in Audience Network publisher revenue due to the removal of personalization from ads within apps.

In a blog post, Facebook said that it does not collect the identifier from advertisers (IDFA) from Facebook-owned apps on iOS 14 devices, as Apple added a feature that requires users to agree to ad tracking to prevent cross-app and cross-site tracking used to provide targeted ads. Facebook says that it’s not a change that it wants to make, but Apple has “forced this decision.”

I’m sure Facebook posted this message hoping for sympathy from the public. All I have to say is thank you, Apple!