The Myths and Realities of Meta and Apple's Impact on Digital Advertising


Hatched by Glasp

Aug 22, 2023

3 min read


The Myths and Realities of Meta and Apple's Impact on Digital Advertising


In the ever-evolving world of technology and digital advertising, two major players, Meta and Apple, have been making headlines and sparking discussions. Meta, formerly known as Facebook, continues to dominate the social media landscape with its ever-increasing user base and revenue potential. On the other hand, Apple's recent move to protect user privacy through its Mail Privacy Protection initiative has raised concerns among newsletter senders. In this article, we will debunk some common myths surrounding these two companies and explore the realities of their impact on the digital advertising landscape.

Meta's Finances and User Growth:

One prevailing myth is that Meta's finances are in decline, primarily due to the rise of TikTok and concerns over Apple's App Tracking Transparency (ATT) policy. However, a closer look at the numbers reveals a different story. Despite the challenges, Meta continues to add users, with a significant increase in both Daily Active Users (DAUs) and Monthly Active Users (MAUs). Facebook, Instagram, and WhatsApp all boast billions of active users, indicating strong engagement and growth trends. Additionally, the introduction of Reels has contributed to the overall market growth for short-form video content, further solidifying Meta's position in the industry.

Investment in AI and Long-Term Solutions:

While some skeptics argue that Meta's capital expenditures are cause for alarm, these investments are strategically focused on addressing challenges posed by TikTok and ATT. Meta recognizes that building up AI capacity is essential for better targeting, measurement, and understanding of ad conversions. By leveraging AI, Meta aims to improve user recommendations, restart revenue growth, and create a deeper moat against competitors. This level of investment and technological advancement is something that sets Meta apart from other players in the digital advertising space.

Apple's Mail Privacy Protection and the Future of Email Marketing:

Apple's Mail Privacy Protection initiative has raised concerns among newsletter senders who heavily rely on tracking pixels to gather user data and tailor content accordingly. While Apple's move is aimed at protecting user privacy, it disrupts the traditional practices of email tracking. However, it is important to note that the impact of this change may be relatively small in the grand scheme of Meta's overall business. The cost of the Metaverse project, which exceeds $10 billion annually, dwarfs the potential challenges posed by Apple's initiative.

Actionable Advice:

  • 1. Embrace the Growth of Short-Form Video: As short-form video continues to shape the user-generated content landscape, businesses should consider incorporating Reels or similar features into their marketing strategies. By capitalizing on this trend, brands can reach a wider audience and tap into the growing market for engaging video content.
  • 2. Invest in AI and Targeting Capabilities: To stay ahead in the digital advertising game, businesses should prioritize investments in AI technology. Utilizing machine learning algorithms and building probabilistic models can significantly enhance ad targeting, measurement, and overall revenue growth.
  • 3. Diversify Marketing Channels: While Apple's Mail Privacy Protection may disrupt email tracking practices, it is crucial for businesses to diversify their marketing channels. Exploring alternative platforms and strategies, such as social media advertising or influencer collaborations, can help mitigate potential setbacks and reach a broader audience.


Despite the prevailing myths surrounding Meta's finances and Apple's impact on email marketing, the realities paint a different picture. Meta's user growth and strategic investments in AI position them as a dominant force in the digital advertising landscape. Apple's Mail Privacy Protection initiative may pose challenges for email marketers, but it also serves as a catalyst for exploring alternative marketing channels. By embracing the growth of short-form video, investing in AI capabilities, and diversifying marketing channels, businesses can navigate the evolving digital landscape and leverage the opportunities presented by Meta and Apple's initiatives.

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