Privacy changes, most notably Apple's App Tracking Transparency (ATT) framework, have profoundly impacted Meta's advertising ecosystem by restricting its ability to track users across third-party apps and websites. This has led to reduced ad targeting precision, making it harder for advertisers to reach specific audiences with highly relevant ads, and significantly diminished campaign measurement accuracy, complicating ROI attribution. Consequently, many businesses have experienced increased costs per acquisition and lower ad campaign effectiveness on Meta platforms, prompting a strategic shift towards leveraging more first-party data. In response, Meta is investing heavily in privacy-enhancing technologies, such as aggregated event measurement and on-device processing, alongside advancing its AI-driven ad delivery systems to optimize campaigns with less granular data. Advertisers are now encouraged to focus on broader audience targeting, enhanced creative strategies, and leveraging Meta's own platforms for engagement rather than relying solely on off-platform tracking. More details: https://uadvokata.com.ua/