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Facebook’s iPhone Ad Pain is Google’s Gain

It’s well known that when Apple last year enabled an iPhone privacy feature that blocks advertisers from tracking users, Facebook parent Meta Platforms suffered. What’s also becoming clearer: Google was among the biggest beneficiaries of Facebook’s pain.

This month, nearly a year after Apple’s privacy rule went into effect, more than 150 brands that sell goods online spent 42% of their advertising budget on Google ads, up from 36% in April 2021, according to Rockerbox, whose software helps the companies measure the performance of their ad spending. The share of ad budgets spent on Meta, meanwhile, fell to 30% this month from 32% in April 2021 after reaching a low point of 26% just last month. The trend matches earlier anecdotal evidence that some Facebook advertisers are seeing signs of improvement in their ad campaign performance and boosting their spend as a result.

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