"In 2021, Apple tweaked its privacy rules to make it harder for app developers to track their users across the internet. This created a massive problem for social media platforms, because without access to users' browsing data, they could no longer target them accurately for advertising purposes. Millions of people in developed markets like the U.S. use Apple's iPhone to access social media, so this was a gigantic sea change. Social media giant Meta Platforms, which owns Facebook and Instagram, innovated its way around this challenge."
"Late last year, the company introduced Sponsored Snaps, which allow businesses to reach users in their message inbox. The chat function on Snapchat receives a high level of engagement because it's where users talk to their friends, so it has significant potential for advertisers, yet it's an area of the platform that wasn't previously being monetized. So far, Sponsored Snaps are driving an increase in conversions of up to 22% for businesses using them as part of their broader campaigns, which means users are"
Apple's 2021 privacy changes reduced cross‑app tracking, undermining ad targeting that social platforms relied on. Meta adapted with new approaches; Snap initially lagged but has recently rolled out tools to boost advertiser performance. Sponsored Snaps place ads directly into users' message inboxes, leveraging high chat engagement and previously unmonetized inventory. Early results show conversion lifts of up to 22% when Sponsored Snaps are included in campaigns. Snap's stock trades far below its 2021 high amid a growing user base, creating a potential investment opportunity heading into 2026.
Read at The Motley Fool
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