In May 2021, Apple launched a new feature dubbed App Tracking Transparency (ATT), as part of the iOS 14.5 update. This is a major change in terms of privacy and the protection of personal data. Thus, if an application collects and transmits information to third parties, it must inform the user. The latter is then able to accept or refuse this follow-up.
Privacy measures have a strong impact on Facebook
Quickly, the big technology companies left their feathers there. The Cupertino company accompanied the ATT by setting up the Apple identifier for advertisers (IDFA). This is a unique random identifier that allows advertisers to continue serving targeted ads. However, users can also opt out of this ad tracking.
Almost more than a year later, the time has come for a first assessment and the discounters are not looking good for the web giants that operate on the advertising financing model. According to the research firm Lotame, the impact of the ATT and the IDFA remain major.
In all, no less than $16 billion in advertising revenue could go up in smoke this year. Of this total, one company is very largely affected: Facebook, which would lose 81% of this total, or $12.8 billion. Mark Zuckerberg’s company is aware of the danger and is working on new tools for advertisers.
Other services are also likely to leave feathers there, but at a much lower level, like Snap: 546 million dollars, or YouTube: 2.2 billion, and Twitter: 323 million.
The analysis concludes on a note of optimism, since the author indeed estimates that by the second half of 2022, the shock of the measures decided in 2021 by Apple will have been “cauterized” by the web giants.