Apple's App Tracking Transparency Crackdown Estimated To Cost Facebook Another $13 Billion In 2022

Apple's controversial App Tracking Transparency feature available in iOS 14.5 is expected to have a significant impact on Facebook, Twitter, Snap, and YouTube in 2022. According to a report by Lotame, big tech platforms' revenue could drop by almost $16 billion. 9to5Mac reports: For those who don't remember, ATT requires that applications ask permission from users before tracking them across other apps and websites. For example, when you open the Facebook app, you'll see a prompt that says the app would like to track you across other apps and services. There will be two options from which to choose: "Ask App not to Track" or "Allow." Talking about Facebook, Lotame's report shows that Zuckerberg's company will take the biggest hit as the privacy changes will cost it $12.8 billion in revenue: "The effects of these changes on these companies are hard to isolate because all four players are still growing extremely strongly, still taking share from the last bastions of traditional media and gaining share in digital media as privacy regulations make it harder and harder for independent publishers and technologies to execute,' said Mike Woosley, Chief Operating Officer at Lotame. 'To add to the complexity, the pandemic has introduced volatile and unpredictable gyrations in the pacing of media spend.'"

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