In September, Meta (then still Facebook) alerted advertisers that Apple’s privacy changes were causing Facebook to undercount web conversions on iOS by around 15%. Meta now says it’s been able to close its measurement gap by nearly half, from 15% to roughly 8%.
“The Sell Sider” is a column written by the sell side of the digital media community. Today’s column is by Roman Garbar, marketing director at Tenjin. While the eyes of the world were recently locked on the rebranding of Facebook to Meta, something with more immediate and concrete implications for the advertising world was happening. […]
It’s a post-ATT world, and Facebook is still figuring out how to live in it. On Wednesday, Facebook shared an update about what it’s doing to triage its data signal losses due to Apple’s AppTrackingTransparency framework, including the release of several new measurement-focused products. Facebook needs to make moves like these pronto. Formerly immutable truths […]
Attribution on Facebook ain’t what it used to be. The Facebook that enabled hundreds of creative versions, targeting variations and near-instantaneous optimization – all fed by data – is changing. Apple took a big bite out of Facebook’s attribution capabilities when its AppTrackingTransparency (ATT) required apps to collect a user opt-in to track their account […]
This is part one of a two-part deep dive series on the changing face of attribution. Facebook’s had a tough time of it recently. There was the explosive Wall Street Journal Facebook exposé, whistleblowing on Capitol Hill and the stock market’s reaction, which shaved tens of billions off Facebook’s valuation in a single day. But […]
