'Advertising away from Facebook' accelerates, 'loser of advertising war' and big letter

Regarding Meta, whose market capitalization has fallen from the top ten following the recent stock price crash, new media companies are reporting 'Advertisers are leaving Facebook.' Facebook, which relies on advertising for 98% of its revenue , showed a significant decline in sales, while Amazon, Google, and Microsoft reported strong advertising business across the board, and advertisers escaped from Facebook and placed orders to other media. It is suggested that

Facebook's ad business struggles after Apple's iOS changes - Vox
https://www.vox.com/recode/22929715/facebook-apple-ads-meta-privacy

Facebook is the big loser of the fourth quarter's advertising wars
https://www.cnbc.com/2022/02/04/facebook-is-the-big-loser-of-the-fourth-quarters-advertising-wars.html

On February 2, 2022, Meta predicted that `` sales in 2022 will decrease by $ 10 billion (about 1.1 trillion yen) '' following the introduction of App Tracking Transparency (ATT) by Apple. rice field.

ATT is a measure to display a pop-up requesting permission for targeting advertisements in order to respond to concerns about privacy violations caused by behavioral targeting advertisements . The introduction of ATT by Apple is said to have had a significant impact on the advertising business, with survey results showing that the data supply required for behavioral targeting advertising was cut off by as much as 75%, and Facebook, which relied heavily on behavioral targeting, They even put out full-page advertisements in newspapers and strongly appealed for the withdrawal of ATT, but in the end there was no effect on Apple's stance.

'Apple turns the Internet into a bad one,' Facebook puts out a full-page advertisement in the newspaper - GIGAZINE

It has been unknown how much Facebook has been hit by the introduction of ATT, but during the financial results conference call held on February 2, 2022, META's CFO Dave Weiner said, ``Annual sales are 100%. billion dollars less,' he said .

Since this remark, the media companies have pointed out that 'advertisers are leaving Facebook.' As mentioned above, Facebook's advertising business is expected to be sluggish in the future, but Google reported that search advertising sales increased by 36% year-on-year in the fourth quarter of 2021. Amazon also announced a 32% year-on-year increase in advertising sales, and Microsoft also announced a significant increase in LinkedIn advertising revenue in the second quarter of 2021.

In this way, data is emerging that suggests that advertising expenses that escaped from Facebook are going to other media, but among them, it is reported that TikTok is gaining the most from Facebook's slump. TikTok and Facebook are competing with each other to acquire creators such as 'influencers', but TikTok's performance-based advertising is gaining popularity among advertising companies due to its high acquisition efficiency.

In response to this situation, CEO Zuckerberg pointed to TikTok, saying, ``Although it is already a very large competitor, it continues to grow at a considerable speed.'' I'm taking it out inside. In any case, Meta has already seen the largest stock price decline in American history, ``27% decrease in one day, market capitalization lost 27 trillion yen'', so CNBC, a major American letter, wrote in the headline ``loser of the advertising war''. I'm here.