According to the latest report, since Apple’s iOS App tracking transparency feature began, Meta has seen erratic results in advertising to iOS users. Meta, the parent company of Facebook and Instagram, relies heavily on ad revenue and has seen losses from Apple’s ad changes.
However, many small businesses claim that their ads on Facebook and Instagram are suddenly performing better than normal. It’s not entirely clear why, but the boost has made these advertisers sell more stuff than usual lately.
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That’s good news for Meta, which is forecasting a $10 billion drop in revenue this year due to Apple’s advertising changes. In an article for The Information, the prediction led investors to sell shares, shaving more than a third off the company’s market value.
One app creator told The Information that ad costs are “extremely volatile, but it’s definitely getting better.” As advertising costs have fallen since last year, resilient advertisers are reaping their benefits.
In a company statement, a Meta spokesperson said, “continue to adapt our systems to help businesses succeed while respecting privacy, and share broad steps they can take to maximize performance and measurement on our platform.”.
While advertisers remain wary of the impact of app tracking transparency, Meta insists on maintaining these improvements.
