Facebook and YouTube lost billions of dollars because of Apple’s privacy features

Apple last year launched its App Tracking Transparency feature which gives users the option of not letting the app track their behavior. This has naturally hurt the advertising revenue of a lot of applications as people are not allowing third party developers to access their data. The app tracking transparency feature came with iOS 14.5 to prevent developers from tracking users on websites and other apps. Facebook had a very public reaction to Apple’s move, saying it would hurt the company’s advertising business. Well, it’s not just Facebook, it’s in the billions of dollars.

According to a report by Lotem, Apple The app tracking transparency feature can cost large companies $ 16 billion (about Rs 1.21 lakh crore). These include companies like Facebook, Snapchat, YouTube, Twitter, and more that rely heavily on tailored ads. In these, Facebook The biggest loss was $12.8 billion in revenue. anymore youtubea loss of $2.1 billion in revenue. “It is difficult to isolate the effects of these changes on these companies as all four players are still growing strongly, yet still taking part from the last bastions of traditional media and gaining a stake in digital media because of privacy regulations. make it harder and harder for independent publishers. And the technologies to execute. To add to the complexity, COVID-19 Mike Woosley, COO of Lotem, said the pandemic has presented a volatile and unpredictable change in the pace of media spending.