Apple expands 30% fee on Facebook and Instagram ads globally


Apple is set to extend its 30% fee on Facebook and Instagram ad purchases made through iOS devices to advertisers worldwide, starting July 1.

Why we care. This move could significantly impact digital advertising costs and strategies for businesses of all sizes, potentially altering marketing strategies and budget allocation toward mobile advertising.

The big picture. Initially implemented for U.S. advertisers in February, this expansion marks a major shift in how social media advertising is priced on mobile devices.

Details:

  • The fee applies to ad purchases made via iOS apps but can be avoided by using desktop web browsers.
  • Meta has updated its web platforms to offer the same ad-boosting functionality as mobile apps.
  • EU regulators and a U.S. federal judge have criticized Apple’s fee structure.

What they’re saying. The fee is “anti-competitive” and gives Apple an unfair advantage, according to Meta’s Director of Privacy & Fairness Policy, Pedro Pavón.

The other side. Apple contends it’s entitled to charge for access to its platform’s audience.

Between the lines. This move is part of an ongoing battle between tech giants over app store policies and revenue sharing.

What’s next. Advertisers will need to adapt their ad purchasing strategies to avoid the fee, potentially shifting more activity to desktop platforms.

How to avoid the fee. Meta has provided guidance on purchasing ads without incurring Apple’s 30% charge.

The bottom line. This change could reshape mobile advertising practices and further intensify scrutiny of Apple’s App Store policies.


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About the author

Anu AdegbolaAnu Adegbola

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

 

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 

 

She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.



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