Don’t feel sorry for Meta: this IAB report finds that U.S. social media ad revenue grew by 39% in 2021, faster than search (32.8%) or display ads (29%) but less than digital video (51%). Total internet advertising grew by 35.4% to reach $186 billion, while the next-largest ad channel, television, rose just 8.7% to about $67 billion.
Apple’s App Tracking Transparency (ATT) rule, which requires users to opt-in before an app can track them, will reduce Meta (Facebook’s parent) revenues by $12.8 billion in 2022, according to this Lotame estimate. The figure is higher than Lotame originally estimated, and assumes a 65% opt-out rate. In fact, according to this Adjust study, the opt-out rate is actually closer to 75% and even higher for social media companies like Meta.
The IAB pegs out-of-home (OOH) advertising around $6 billion with a 21.7% growth rate. But this survey from OOH marketplace provider OneScreen.ai takes a brighter view: they report that diminishing returns have 97% of marketers are looking for alternatives to digital, and 92% plan to increase OOH budgets. They earn points for creativity by describing radio and podcasts as “audio out-of-home”.
CDP and data solutions provider Zeotap is adding the ID5 ID to its identity graph. The ID5 identifier supports individual-level programmatic ad targeting without relying on third-party cookies, extending the reach of Zeotap ad segments.