An Apple-shaped split in Meta mobile ad spending

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Apple’s 2021 privacy updates have advertisers approaching iOS with caution and accelerating their investment in Android. Last May, soon after the changes rolled out, US Meta ad spending rose at about the same pace on both types of mobile devices. By the end of December, growth on iOS had slowed to 3% year over year, while Android’s soared to 101%.

Beyond the chart: In spite of the ad spending surge on Android, Meta has been hit hard by Apple’s AppTrackingTransparency framework. Meta no longer receives data on the off-platform activities of Facebook and Instagram users who have opted out of tracking on devices running iOS 14.5 or later versions. In its Q4 2021 earnings call, the company said this signal loss would slash its sales by $10 billion in 2022.