[eMarketer] Meta calls out app tracking transparency as anti-competitive

Meta went after Apple for its AppTrackingTransparency (ATT) policy and other restrictions, which it called “self-serving,” in a request for comment with the National Telecommunications and Information Administration (NTIA) about the state of competition in the mobile app industry.

The filing follows an April request from the NTIA for public comments regarding the mobile app ecosystem.

ATT was, and continues to be, a dramatic shift to the mobile advertising ecosystem. Over a year later, companies are still struggling to develop ad solutions and revenues have dropped significantly.

“Meta has oodles of first-party data since it owns multiple platforms where the majority of users are logged in,” said Evelyn Mitchell, digital advertising and media analyst at Insider Intelligence. “While the argument that the data ‘have nots’ will struggle is well taken, Meta is very much a data ‘have.’”

What is ATT’s future? Other companies will likely chime in alongside Meta criticizing Apple and ATT, but tightening of privacy regulations in key markets like the EU, UK, and US mean the change will probably stick around.

eMarketer ATT has also caused ad budgets to shift to different advertising formats to work around the change, opening up new advertising opportunities for legacy retailers and broadening Android’s share of the digital advertising pie.

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