Halfway Through 2022, Meta Is Still Finding Its Footing With DTC Brands

The rebound from the shocks of iOS on Meta’s performance products is being felt unevenly for DTC brands

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In an earnings call in February, Meta said that Apple’s privacy-centric changes to its iOS operating system, which make it harder to both target advertisements and measure their effectiveness, would cost the social giant $10 billion in revenue in 2022. Executives have repeatedly assured investors that they are working on mitigating these challenges—and getting their ad-tech back on solid ground.

Halfway through 2022, marketers at direct-to-consumer-focused and small agencies—who typically rely a lot on Meta compared with larger advertisers—say that in the past couple of months the platform has improved its performance, especially when compared to the beginning of this year and the end of 2021.



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