With iOS 14.5, Apple took a serious kick in the anthill, especially with the integration of a brand new tool called App Tracking Transparency. This is a anti-tracking tool this forces apps to ask the user for permission before watching them. And other terms and if you refuse, an app like Facebook will no longer know a lot of data about you, for example your geographic location, email address, phone number, ageetc.
And for a company like Facebook that mainly lives on ad revenue, this tool for better privacy is a disaster. In desperation, Facebook had also threatened iPhone users to pay if they continued to accept Apple’s ad tracking. We understand Facebook’s panic though, because in July 2021 75% of users had adopted the anti-tracking offered by iOS 14.5.
Towards the end of 2021, Mark Zuckerberg says group could lose ten billion dollars by 2022 Due to Apple’s new data privacy measures. But according to a recent study by analytics firm Lotame, this amount may be higher.
Lost 11.8 billion euros to Facebook because of Apple
According to his projections, Apple’s App Tracking Transparency will continue to negatively impact the advertising activities of Facebook and other companies in 2022, including Twitter and Snapchat. According to Lotame, shortfall will be $16 billionAll companies combined.
Facebook to record biggest lossesmore than 80% of the total envelope, therefore $12.8 billion gone (11.8 billion euros). Snapchat could lose about $545 million, then Twitter could lose $323 million. As for YouTube, its revenue loss is estimated at $2.2 billion. And yet, according to Lotame analysts, the impact of Apple’s ATT should wane in the second half of 2022.
Anyway, Apple and Facebook have had a strained relationship since the launch of ATT. In the latest manifestation of this disappointment, Apple has released the list of essential iOS apps and oh surprise, all the flagship apps of the Meta group like WhatsApp, Instagram, Facebook and Messenger are notable for their absence.
Source : PhoneArena
