Facebook is the No. 2 digital ad seller in the US, after Google. Its net advertising revenues will grow strongly this year amid rising ad prices, with Instagram steadily growing its majority share of those revenues. But Apple's recent iOS changes have created new challenges for Facebook advertisers, slightly dampening ad spending growth. Facebook's growth will begin to decelerate next year.
Since late 2020, Facebook and Apple have been locked in a battle over two paradoxical values: consumers' desire for privacy and personalized experiences. Under ATT, all apps distributed through App Store must show a prompt to users requesting them to opt in to allow advertisers to track them across other sites or apps. Users must opt in for their Identifier for Advertisers (IDFA), Apple's mobile device identifier, to be shared.
As a result, Facebook no longer receives information about off-platform actions taken by Facebook and Instagram app users if they've opted out of tracking on devices that use iOS 14.5 or higher. For Facebook, data loss includes...
 | Report Preview  * This chart and data were pulled from The Facebook Advertising 2021 Report by Insider Intelligence. Purchase the report below for $995 for immediate access. | | | Facebook is the No. 2 digital ad seller in the US, after Google. Its net advertising revenues will grow strongly this year amid rising ad prices, with Instagram steadily growing its majority share of those revenues. But Apple's recent iOS changes have created new challenges for Facebook advertisers, slightly dampening ad spending growth. Facebook's growth will begin to decelerate next year.
Since late 2020, Facebook and Apple have been locked in a battle over two paradoxical values: consumers' desire for privacy and personalized experiences. Under ATT, all apps distributed through App Store must show a prompt to users requesting them to opt in to allow advertisers to track them across other sites or apps. Users must opt in for their Identifier for Advertisers (IDFA), Apple's mobile device identifier, to be shared.
As a result, Facebook no longer receives information about off-platform actions taken by Facebook and Instagram app users if they've opted out of tracking on devices that use iOS 14.5 or higher. For Facebook, data loss includes... | | | Other Related Reports |  With 78.7 million monthly US users in 2021, TikTok is ahead of Twitter and gaining on Snapchat. It still lags well behind Instagram and Facebook, however,... ACCESS FULL REPORT |  We surveyed 1,730 US social media users on the factors that most affect their trust in social platforms and how those factors impact their decision to engage with ads or... ACCESS FULL REPORT | | |  To learn more about Insider Intelligence and our Marketing coverage, click below and fill out the form, and a member of our team will be in touch with you. | | | | |
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