With iOS 14.5 released to the public earlier this year, iPhone and iPad users now have the ability to easily opt out of cross-site and cross-app tracking and targeting. New data from analytics firm Branch indicates that just 25% of users are opting in to tracking, which is causing panic in the advertising industry. Bloomberg reports that this has thrown Facebook into full panic mode as the social platform is seemingly no longer capable of providing select key metrics to its advertisers, preventing them from knowing how well their ads are performing. In particular, media buyers running ad campaigns on Facebook in the last month have not been able to report their clients' direct sales. How is Facebook planning to combat the oh-so-vital tracking functionality that's hindering its ad business? It seems Mark Zuckerberg's company is working on “new advertising features that require less data to measure an ad’s success.” It seems that Facebook is also exploring other methods of delivering ads based on collecting data that's stored on an user's iPhone.