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Apple Vs Facebook | The Ultimate War Begins: Facebook says Apple iOS privacy change will result in a $10 billion revenue hit this year. The true cost of Apple’s new iPhone features are becoming clear—and it’s not pretty for data-hungry social media firms such as Facebook. That’s because this week, it emerged that Apple’s App Tracking Transparency (ATT) features—which cut down the ability to track you on your iPhone by asking for explicit permission—will cost social media firms $10 billion in lost revenue during the second half of this year and estimated up to $250 billion.

The figure comes from a report in respected U.K. newspaper the Financial Times, which said the loss of revenue stems from the fact that most iPhone users have said no to tracking by companies such as Facebook. This leaves advertisers stuck—without the identifier for advertisers (IDFA), it’s difficult to target Apple users.

For this reason, advertisers who usually use Snap, Facebook, Twitter and YouTube to target iPhone users have now taken their business elsewhere—apparently to Android and even Apple’s own ad business

“Apple’s decision to change the privacy settings of iPhones caused an estimated $9.85bn of revenues to evaporate in the second half of this year at Snap, Facebook, Twitter and YouTube, as their advertising businesses were shaken by the new rules,” the Financial Times wrote.

Facebook has already talked about how ATT has affected its ability to measure ad campaigns. And there’s no doubt about it—Apple’s ATT is certainly proving to be popular, and with people caring more about privacy it’s not surprising that many are opting out of being tracked across apps and services. But it has emerged that you can still be tracked in other ways, so the iPhone privacy feature isn’t a catch-all for tracking on your iPhone.

Forbes:https://www.forbes.com/sites/kateofla...
CNBC: https://www.cnbc.com/2022/02/02/faceb...
Bloomberg: https://www.bloomberg.com/news/articl...

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