The company can tell which way the wind is blowing.

Advertisers are going to start finding a larger audience across Facebook’s apps.

The company announced in a blog post Monday that, unless someone links their accounts together, it will consider an individual user’s Instagram and Facebook accounts as two separate people—at least from an advertiser’s perspective.

• Previously, Facebook counted someone with a Facebook and Instagram account as one person using identifiers like email, even if these accounts weren’t officially linked up.

Why the change? Facebook can tell which direction the wind is blowing.

“This update aligns with trends of offering people more control over how their information is used for ads and is consistent with evolving advertising, privacy, and regulatory environments,” wrote Facebook’s VP of product marketing, Graham Mudd.

Though he said pre-campaign audience estimates will look larger, “we do not believe this will have a substantial impact on reported campaign reach.”

• Facebook said it’s been telling advertisers that changes were coming since June.

Refresh: It’s been quite a few weeks for advertisers on the Book.

In September, the company acknowledged that Apple’s privacy updates were more disruptive than advertisers initially expected, leaving marketers “blind” to Facebook’s campaign metrics.

Weeks later, whistleblower Frances Haugen disclosed internal documents and accused Facebook of misleading advertisers, specifically its “shrinking user base” and how it counts the number of people using its platform.—RB