Observed Signal · Nov 20, 2020 · Regulation · Source: OnlineMarketing.de · Impact: 3/5 · Sentiment: Negative
US Antitrust Probes Facebook Over Instagram & WhatsApp
US state attorneys general and the Federal Trade Commission are reportedly preparing antitrust lawsuits against Facebook over its acquisitions of Instagram (2012) and WhatsApp (2014), according to Washington Post sources. The investigations consider whether these deals created a near-monopoly and harmed competition in social networking, with additional scrutiny on Facebook’s use of large datasets to suppress rivals. A cited example involves blocking access to Facebook’s Friends API for the Vine video app. The probes are not concluded, and Facebook and the FTC have not commented. The article notes that Instagram was acquired for $1 billion and WhatsApp for $19 billion, and that Facebook posted 2.74 billion monthly active users with Q3 2020 revenue of $21.47 billion.
Regulatory/antitrust investigations could impact the AdTech/tech platform landscape.
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Key Takeaways & Evidence Grounding
- Facebook bought Instagram in 2012 for $1 billion.
- Facebook bought WhatsApp in 2014 for $19 billion.
- US state attorneys general and the FTC reportedly preparing antitrust lawsuits against Facebook, per Washington Post.
- Vine's access to Facebook's Friends API is cited as an example of data power used to suppress competition.
- Facebook reported 2.74 billion monthly active users and Q3 2020 revenue of $21.47 billion.
Connected Companies & Entities
1 Entity mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Threads tests Gems to honor valuable posts daily
Threads is testing a new feature called Gems, which awards up to 25 outstanding conversations daily with a visible diamond badge. The selection is algorithm-based, focusing on originality, timeliness, and authentic discussion, regardless of follower count. Posts or direct replies qualify, but reposts and content cross-posted from Instagram are excluded. The feature is currently limited to public US-based accounts of users aged 18 and older, though the badges are visible globally, including in Germany. Recipients get a notification and can share the badge. Users can hide the label if desired. Initial hints appeared in August via app researcher Alessandro Paluzzi. Threads aims to encourage original and engaging content, with no negative impact on reach for non-recipients.
Meta Bans TikTok Ads on Its Platforms in Multiple Regions
Meta has banned advertisements and paid marketing messages for TikTok, owned by ByteDance, on its platforms in the US, Canada, Egypt, Indonesia, Japan, Thailand, and Vietnam, effective October 8, 2026. The ban applies to both direct ByteDance ads and third-party campaigns linking to TikTok or other ByteDance services. Meta spokesperson Chris Sgro confirmed the move, citing standard practice to avoid supporting competitors. This intensifies rivalry between the social media giants, both designated as gatekeepers under the EU's Digital Markets Act. The ban excludes EU countries, but raises questions about cross-platform advertising. It follows Meta's $16.7 billion settlement with US states over youth safety, which requires TikTok and YouTube to implement similar safeguards, suggesting a strategic pressure tactic.
Xbox Launches TV & Film Division; Meta Tests Link Restrictions
This AdExchanger news roundup covers three major stories. Xbox has unveiled a new TV and film division named XP, led by Kayleen Walters, to explore monetization opportunities including formalizing sponsorships and brand partnerships. Separately, Meta is testing Meta One, a subscription bundle, and has begun charging non-subscribed business pages for including more than two external links in posts, with news pages currently exempt. Additionally, the article discusses the trend of mid-sized independent agencies merging into hybrid holding companies, citing Wpromote's acquisition of Giant Spoon, Chemistry's acquisition of Colossus, and Acadia's purchase of Crush, as competitive pressures from larger groups like Omnicom-IPG and Publicis intensify.
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