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After a torrent of bad news—most notably a disappointing earnings report that sent shares tumbling—Meta finally had something good to share with the advertising community last week: It had improved its underreporting of iOS web conversions to 8%, down from 15% in September.
Advertisers were, for the most part, nonplussed.
“We were adapting to this new reality,” said Avi Ben-Zvi, vp, paid social at performance marketing agency Tinuiti, noting that his team has already been finding workarounds to measure ad effectiveness in the diminished targeting landscape.