Advertiser Research for Apple's App Tracking Transparency
How research shaped the way Meta explained the most disruptive change in ad attribution history to millions of advertisers.
75% of revenue
Revenue from businesses buying Facebook ads. I led the advertiser-facing research supporting Meta's effort to protect it through the ATT transition.
8 teams · 75 PMMs
Adopted the research prioritization framework across Meta's Ads org
4 audiences
One body of research synthesized for product, legal, product marketing, and data science simultaneously
In September 2020, Apple's App Tracking Transparency broke the default-on tracking assumption that Meta's ad business was built on. I led the advertiser-facing research behind Meta's response: prototype testing across advertiser tiers from $500-a-month SMBs to eight-figure agencies, terminology validation that separated the language advertisers actually understood from what the product team assumed they did, and synthesis that translated one body of research for product, legal, product marketing, and data science at once. The work shaped the messaging, terminology, and task flows shipped in Ads Manager's Resource Center through 2021, and informed the public narrative Meta carried across earnings calls and full-page newspaper ads.