Meta’s Silent iOS Bidding Shift: Headwind for AppLovin, Tailwind for Unity Vector?
Meta’s return to non-IDFA could reshape mediation share, eCPMs, and UA economics for AppLovin and Unity’s Vector platform. Early data shows 3–5× publisher revenue lifts
Summary
Meta Platforms has reportedly resumed bidding on non-IDFA iOS traffic for the first time since Apple’s App Tracking Transparency rollout in April 2021, marking a structural shift after nearly five years of limited participation. The change, observed around January 28–29, 2026 and coinciding with META’s Q4 2025 earnings, is likely driven by rising competitive pressure, particularly from AppLovin’s expansion into performance e-commerce.
Early publisher checks indicate 3–5x revenue uplifts in some iOS placements via META’s Audience Network, driven by higher auction density and improved probabilistic optimization…
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