Would Meta Reprioritize Non-IDFA Traffic in FAN?

The article examines the hypothesis that Meta will shift its Facebook Audience Network (FAN) strategy to prioritize non‑IDFA traffic on iOS devices. The discussion is framed around a brief increase in FAN activity earlier in 2026, which some observers mistakenly linked to Meta targeting non‑IDFA identifiers. The author clarifies that FAN alone does not alter traffic patterns; instead, reprioritization would occur at the mediation layer where competing networks’ predictions and rankings for each impression, creative, and bid are visible. Without such visibility, a bidder cannot adjust its strategy against non‑IDFA traffic.

The piece references community commentary, notably a subscriber’s observation that FAN’s internal mechanics do not provide the necessary leverage for reprioritization. The article does not present new empirical data or a formal study; it relies on industry anecdote and expert opinion to argue that Meta’s current approach likely remains unchanged. The scope is limited to the iOS mobile advertising ecosystem, focusing on FAN’s role within Meta’s broader ad network strategy. No specific methodology is described beyond the qualitative analysis of observed traffic patterns and community discussion.

Overall, the article concludes that while non‑IDFA traffic remains a concern for advertisers, Meta’s FAN is unlikely to systematically reprioritize such traffic without changes at the mediation layer that expose competitive bid data.