Although Facebook/Meta's desktop audience share fell by the end of 2021, mobile usage surged, as per Tinuiti’s recent report.
Even with Apple's iOS and ATT measures, Tinuiti’s Facebook Ads Benchmark Report revealed that its client’s Meta ad expenses increased 32% YOY in Q4 2021, a modest decrease from Q3. Moreover, with in-app advertising constraints on iOS, the demand for Android users has increased among advertisers.
Andy Taylor, VP at Tinuiti notes that, a demand gap has been created between Android and iPhone. However, Facebook remains a "strong marketing opportunity.” Even if the platform needed to adjust its audience targeting, adds Taylor.
According to Konrad Feldman, CEO at Quantcast, Facebook/Meta made it easier for marketers to meet their goals by inverting the traditional way media is bought. Meta will announce its full-year 2021 revenue and profit on 2 February 2022.
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