Today, a survey conducted by the British Financial Times found that after Apple changed its privacy rules, Snapchat, Facebook, Twitter, and YouTube lost approximately $9.85 billion in revenue.
Last year, Apple announced the Application Tracking Transparency (ATT) rule, which requires apps to obtain user consent in order to track data. It came into effect in April this year. This prevents apps from tracking data when users choose to decline. Facebook uses full-page ads to enforce this specification.
JOIN APPLE ON TELEGRAM
According to reports, Facebook has suffered the most “in the absolute sense” because of its sheer scale, as compared to other social platforms. At the same time, Snap “performs the worst in its business” because its ads are mainly related to smartphones, which is a big blow to products that don’t have a desktop version.
Besides, Eric Seufert, an advertising technology consultant, told the Financial Times: “Because of ATT, some of the most affected platforms-especially Facebook-had to rebuild their systems from scratch. I believe, building new ones. The advertising system will take at least a year, and new tools and frameworks need to be developed from scratch and extensively tested before being deployed to a large number of users.”
Apple’s new privacy regulations will force social platforms and other apps to be more creative in advertising or find platforms outside of Apple’s system to track privacy.
