Apple's App Tracking Transparency reportedly dented Facebook, Snapchat, Twitter, and …

Given the option to be tracked or not by mobile apps, it appears that many Apple device users have opted out of app tracking. It is then not surprising that some of the largest social networks have reportedly started seeing the effects of Apple’s App Tracking Transparency (ATT) in their ad revenue. Facebook, Snapchat, Twitter, and YouTube were named as some of the tech companies affected by the ATT, per Financial Times. The Verge reports that the investigation found that the ATT has cost these social networks $9.85 billion in ad revenue in the second half of 2021 following the implementation of Apple’s privacy-focused policy. The ATT was announced in 2020 as one of the biggest changes coming to iOS 14 devices, but it did not go live until the iOS 14.5 update last April. Developers that track users across apps for purposes like personalized ads are required to ask users whether they want to opt-in or not of being tracked before proceeding with these activities. Data provided by Latome shows that Facebook was the most affected of the four services “in absolute terms” after Apple’s ATT reportedly cost the social media giant around $8 billion in ad revenue. While…
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