Facebook's CPMs Rise Amid Apple's Privacy Changes
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According to Merkle’s “Digital Marketing" Q3 2021 report, the CPM (cost per share) for Facebook Ads rose 46% over last year despite a slower revenue in the third quarter. Facebook attributes the decline to Apple’s software change which allows customers more control over the data they share with apps, subsequently making it more challenging for ad targeting. Merkle predicts advertisers will need to spend more to meet revenue goals and noted more expensive traffic has led to a 15% decline in impressions plus an overall spend growth that’s decreased to 24%.
