According to a recent analysis by research firm Lotame, Apple’s anti-tracking tool integrated via iOS 14.5 could well cost Facebook billions in 2022. Specifically, losses are estimated at $12.8 billion. , or 11.8 billion euros.
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With iOS 14.5, Apple has put a serious kick in the anthill, in particular through the integration of a brand new tool called App Tracking Transparency. This is a anti-tracking tool which notably forces applications to ask the user for permission before tracking them. And other terms and if you refuse, an application like Facebook will no longer be able to know a lot of data about you, like your geolocation, your email address, your telephone number, your ageetc.
And for a company like Facebook that lives primarily on advertising revenue, this tool for better privacy is a disaster. In a fit of desperation, Facebook had also threatened iPhone users to become paying if they continued to accept Apple’s advertising tracking. We nevertheless understand Facebook’s panic, since in July 2021, 75% of users had adopted the anti-tracking offered by iOS 14.5.
Towards the end of 2021, Mark Zuckerberg says the group could lose ten billion dollars in 2022 due to Apple’s new data privacy measures. However, and according to a recent study carried out by the analysis firm Lotame, this sum could well be higher.
11.8 billion euros lost for Facebook because of Apple
According to their estimates, 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, the shortfall would amount to 16 billion dollarsall companies combined.
Facebook would post the heaviest lossesmore than 80% of the total envelope, with therefore $12.8 billion gone (11.8 billion euros). Snapchat could lose around $545 million, followed by Twitter with $323 million. As for YouTube, the loss of revenue is estimated at $2.2 billion. Nevertheless and still according to Lotame analysts, the impact of Apple’s ATT should decrease by the second half of 2022.
Whatever, Apple and Facebook have had a strained relationship since the introduction of the ATT. Last manifestation of this disenchantment, Apple has published its list of essential iOS apps and oh surprise, all the flagship applications of the Meta group such as WhatsApp, Instagram, Facebook and Messenger are conspicuous by their absence.
Source : PhoneArena
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