Why ad platforms may be underestimating their sales

Paid social channels are underestimating their own ROAS.

Paid social channels were found to underestimate their own ROAS, with claimed sales scoring lower than proven sales by Fospha. This may in large part be due to the iOS 14 update, which allows social app users to opt-out of tracking, thereby excluding essential data from the overall ROAS mix and prohibiting developers from selling that data to other companies. It’s a seismic change that will continue to have major impacts on the way advertisers gather information, and it’s made the existence of retail media, clean rooms, and demand-side platforms (DSPs) yet more relevant as 2023 approaches. ...

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