investigating in Financial Times It found that Snapshot, Facebook, Twitter and YouTube lost about $9.85 billion in revenue after Apple’s changes to their privacy practices. Last year, Apple announced its App Tracking (ATT) transparency policy. Which requires apps to request permission to track user data. The policy went into effect in April, banning apps to track users if they are disabled.
Facebook criticized the move with a full-page newspaper ad, thanks FTReport, now we know why the company’s leaders were so frustrated. According to the report, Facebook lost the most money “in absolute terms” compared to other social platforms due to its sheer size. Meanwhile, Snap did “the worst in a percentage of its business” because its ads are mostly related to smartphones, which makes sense for a product that doesn’t have a desktop version.
“Some of the platforms most affected – especially Facebook – need to rebuild their machinery from scratch as a result of ATT,” said Adtech technology consultant Eric Supert. FT. “I think it takes at least a year to build a new infrastructure. New tools and frameworks must be developed from scratch and tested extensively before being rolled out to a large number of users.”
Apple’s new policy will force social platforms and other apps to be more creative with their advertising. Whether that means focusing on Android devices or investing in Apple’s advertising business – which nearly broke its own rules by quietly collecting user data the same way they used third-party apps – they will have to find another source of income that doesn’t include tracking people on their iPhones. them.