Who hasn’t seen Temu ads in the past year? The spinning wheel of discounts. Products clogging the sponsored Google Shopping results. The ascension to the Super Bowl ads.
But ads for Temu vanished this week, just weeks before tariffs on products made in China (maybe) go into effect.
Temu offers a case study in how marketers might react to the looming tariffs. One response might be to not spend at all and give yourself time to sort out new pricing or what products even make sense to sell. There is now an interplay between supply chains and marketing that we haven’t seen since, well, a couple of years ago, when marketer sharpened their skills on the odd mix of product shortages and immense spikes in interest in specific products, from toilet paper to outdoor patio heaters.
We dive into what Temu pulling its ad spend means for other marketers. And we discuss what it means for platforms and publishers that have been the recipients of Temu’s ad spend largesse. Like Meta, for example, which reportedly received $2 billion in ad spend from Temu last year.
Apple’s ATT Ruled Anticompetitive
Then, we jet over to France, where a court ruled that Apple’s AppTrackingTransparency (ATT) framework is anticompetitive. Consumers selecting the “Ask App Not To Track” option in the ATT messaging framework collectively evaporated IDFA signals from millions of phones, making it exceptionally hard for apps – including Meta, Snap and co. – to find customers and measure the impact of its ads on conversions.
As a result of the ruling, Apple may have to standardize its opt-in language across its native and external apps, though it’s too soon to tell. We have more on how this ruling may level the prompt playing field.
