In today’s Digest, we discuss claims that Meta inflated ad performance; Australia’s OOH industry seeing growth across all categories, as well as Google altering play store rules amid EU scrutiny...

Meta inflated ad performance and bypassed Apple’s privacy rules

Meta is facing new claims of ad misreporting. A whistleblower alleges the company manipulated results to boost its ecommerce format, Shops ads. The complaint, filed with the London Central Employment Tribunal by ex-product manager Samujjal Purkayastha, says Meta inflated return on ad spend (ROAS). Tactics allegedly included counting shipping fees as revenue, subsidising bids in auctions, and offering undisclosed discounts.

The move, the complaint suggests, was driven by pressure to offset Apple’s 2021 privacy changes, which severely restricted tracking capabilities across iOS devices and weakened Meta’s targeting advantage. Purkayastha claims the tactics misled brands into investing in Shops ads, a fledgling product positioned as central to Meta’s ecommerce ambitions. The case underscores ongoing concerns over transparency in digital advertising, as platforms balance revenue growth with advertiser trust.

Australian OOH industry sees growth in all categories

Australia’s out-of-home (OOH) advertising sector surged 18% in the first half of 2025, reaching AUD$697.3m (£333.4m) in revenue, according to figures released by the Outdoor Media Association (OMA), which represents 95% of the market. The industry added AUD$105.6m (£50.4m) compared with the same period last year, buoyed by growth across every category.

Digital continues to dominate, with revenue from digital screens rising to 76.1% of the total, up from 74.4% in 2024. Roadside billboards led the charge, bringing in AUD$294.9m (£140.5m), up from AUD$253.1m (£120.9m). Roadside furniture such as benches and bus shelters climbed to AUD$150.1m (£71.7m) from AUD$131.9m (£63.02m), while transport including train stations and airports jumped to AUD$104.4m (£81.4m) from AUD$76.8m(£36.7m). Retail, lifestyle, and ‘other’ categories together reached AUD$147.9m (£115.4m), up from AUD$129.9m (£62.1m).

Google alters play store rules amid EU Scrutiny; Resolves YouTube children privacy case

Google will ease restrictions on app developers in Europe after pressure from regulators enforcing the Digital Markets Act. The company said it will allow developers more freedom to steer customers toward offers outside of Google Play, following charges by the European Commission that it unfairly limited competition.

In a blog post, Google said it is updating its terms after talks with the European Commission, developers, and other experts. "While we still have concerns that these changes could expose Android users to harmful content and make the app experience worse, we're updating our External Offers Program for the EU with revised fees and more options for Android developers, following DMA discussions with the European Commission," EMEA Senior Competition Counsel Clare Kelly said.

Meanwhile, Google has agreed to pay USD$30m (£23.4m) to settle a lawsuit accusing it of violating children’s privacy on YouTube by collecting personal data without parental consent and using it for targeted ads. The proposed class action, filed in federal court in San Jose, California, covers children under 13 who used YouTube between July 2013 and April 2020. 

The case was brought by the parents or guardians of 34 children, who alleged Google broke dozens of state laws by letting content providers lure young viewers with cartoons and nursery rhymes to gather data. Google denied wrongdoing in agreeing to the settlement.