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Meta has long sold itself as a magic advertising machine. It brings brand marketers billions of eyeballs and features advanced tech that powers lower-funnel conversions. The company is a priority in every advertiser’s media budget, even as scandals have damaged its reputation. But in its fourth-quarter earnings call in February, its pedestal atop the media ecosystem seemed a little less stable.
The company projected on the call that Apple’s 2021 privacy update, which lets users opt out of mobile tracking, would contribute a $10 billion hit to revenue in 2022 (less than 10% of the platform’s total in 2021).
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