Before Apple began its push for privacy that sent social media advertising into a tailspin, few companies understood the consumer more than Meta, the parent company of Facebook and Instagram. Meta’s most recent earnings report showed the company’s first ever year-over-year decline in advertising revenue. The data that Facebook was able to use powered some of the most effective advertising tools of the last fifteen years.
Apple upended the digital ad industry when it introduced new iPhone privacy controls last year that made it harder for companies such as Meta and Snap Inc to target and measure ads on their apps. [1]
Today, an advertiser may find more value in partnering with Amazon than any of Meta’s advertising products.
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