The 10 billion button
Introduced in April, the message appears when you open a new iOS app, and the iPhone asks if you want to allow or block the app from tracking your activity. If the user chooses not to do so, Facebook is prohibited from monitoring that application and the trace that the user leaves for its use. And so with all the ones you open, regardless of the company they are.
The newspaper reported this week that the companies had lost almost 10 billion dollars – exactly $ 9.85 billion, about 8.5 billion euros- in revenue after the introduction of the Application Tracking Transparency (ATT) policy. This is because They rely on app tracking to target their money-making ads. And losing this tracking feature has taken a toll on your revenue and therefore your profits.
Facebook has been the worst stop
Apparently, of all the networks and services, Facebook is the one that has lost the most money “in absolute terms“compared to other social platforms due to its enormous size. A Snap-owner of Snapchat- “it fared worse as a percentage of its business “ because its advertising is largely linked to mobile phones, and few users access its desktop platform.
“Some of the platforms that were most affected – but especially Facebook – have to rebuild their machinery from scratch as a result of the TCA,” adtech consultant Eric Seufert told the Financial Times. “My opinion is that it takes at least a year to build a new infrastructure. You have to develop new tools and frameworks from scratch and test them extensively before deploying them to large numbers of users. “
And who has benefited from this measure apart from iOS users? Well, Apple, which has seen its advertising shoot up, achieving a record revenue: $ 18.3 billion. According to Tim Cook, the CEO of Apple, this change is not due to any movement to generate more income, but to protect its users: “We firmly believe that privacy is a basic human right. And that is our motivation. There is no other ”.