But none of that explains why political campaigns have been turning away from Facebook. Political ads have always been a small part of Facebook's overall business. The pandemic accelerated that trend since so many consumers turned to streaming platforms while stuck at home, and content for cord-cutters proliferated. Ad tracking firm AdImpact projected that of the $9.7 billion spent on political ads this cycle, $1.4 billion would go to connected TVs. Apple's crackdown has indeed diminished Facebook's position in political advertising.

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