Meta Now Attacking Google Over Apple’s App Tracking Transparency

Facebook parent company Meta is attacking Google over Apple’s app privacy rules.

After Apple announced its new app privacy rules last year, Meta has taken a multibillion-dollar hit in ad revenue since it can’t as effectively gather as much data from iPhone users.

Meta has been on the attack for months now, publicly calling out Apple. The former is now calling out Google over what it calls “unfair advantages,” reads a new report from Bloomberg.

“The Facebook owner is alleging Alphabet Inc.’s Google, which also sells personalized ads on iPhones, has an unfair advantage under Apple’s new policies,” reads the report. “Apps including Facebook have to ask users if they consent to being tracked, but Google’s search results and browser don’t — causing some advertisers’ budgets to shift to Google for more effective targeting.”

Meta told its investors to expect to miss out on $10 billion USD on ad revenue due to Apple’s changes. It had primarily relied on data from other apps and websites to more effectively run ads.

Google, on the other hand, doesn’t need the same kind of third-party data Facebook needs to run effective ads, as it runs its own Android operating system and its own ad exchanges.

“When users make a search, their intention provides enough data to advertise to them effectively across Google-owned properties, which may incentivize marketers to move their ad budgets to Google as opposed to Facebook,” Bloomberg explains.

Read the extensive report over at Bloomberg.