Study: Facebook’s Shopper Targeting Bounces Back in Wake of iOS 14.5

Report reveals demographic and behavioral audience targeting trends on Facebook and Instagram

After initially dipping following the release of iOS 14.5, the population size of Facebook’s “Engaged Shoppers” audience has bounced back and remains near the highest level of the past 12 months.

This finding is highlighted in Audience Kitchen’s new Facebook Audience Size Report (July 2021), which helps advertisers understand how Facebook’s addressable audience sizes change over time.

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Back to business as usual
When Apple introduced App Tracking Transparency (ATT) on April 26, 2021, the population size of Engaged Shoppers in Facebook was sitting at the highest level recorded in the past 12 months.

After a small decline of 5% from May to June, the audience size for Engaged Shoppers rebounded.

“Based on the data, it appears that ATT hasn’t caused a steady decline that some advertisers had feared,” said Ty Martin, CEO of Ad Bacon and creator of Audience Kitchen.

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Why it matters
Audience-based advertising is a hot topic as marketers reinvent their targeting strategies for a privacy-forward world. With millions of iPhone users opting to “Ask App Not to Track,” some brands are witnessing a decline in the population size of remarketing audiences and looking for alternative ways to spend their budgets.

Since Facebook’s built-in demographic and behavioral targeting relies largely on its rich internal data, Facebook Ads have a chance to remain an attractive place for brands to reach their target customers.

Get more of the story
Audience Kitchen’s new Facebook Audience Size Report provides a unique view into how audience populations change over time — from behavioral audiences like “Engaged Shoppers,” to demographic audiences like “Recently Moved” and “Parents with Toddlers.”

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