Buffeted by Apple\u2019s clampdown on user tracking, Facebook\u2014now known as Meta Platforms\u2014is moving quickly to revamp its ad business. Like its smaller rival Snap, whose business Apple\u2019s changes affected even more, Facebook\u2019s efforts include both ad tech modifications and a more intense focus on bringing merchants into the Facebook walled garden as a way of generating ad revenue free of Apple\u2019s tracking restrictions.<\/p>\n
And then there\u2019s the blue-sky ambition of bringing advertisers to the metaverse.<\/p>\n
Ad executives at Facebook in recent weeks have reached out to advertisers to set up \u201cvery senior-level\u201d meetings, some of which CEO Mark Zuckerberg will attend, to educate them on its plans for the metaverse and how they might be able to operate in the immersive virtual world Zuckerberg and others hope to build, according to people familiar with the matter.<\/p>\n
…\u201cSocial apps are prioritizing commerce because on-platform commerce means they can capture more data that will help drive their media business,\u201d said Joshua Lowcock, chief digital officer at IPG-owned ad agency UM.<\/p>\n