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Apple's controversial privacy policy changes have cost almost US$10 billion to social media companies

Apple's App Tracking Transparency (ATT) policy that requires apps to ask for users' permission before collecting their data has cost social media companies US$9.85 billion. Social media sites including Facebook, Snapchat, Twitter, and YouTube were all affected. Snapchat suffered the biggest blow to its business as it lost the most percentage revenue.

Last year, Apple announced its App Tracking Transparency (ATT) feature to restrict apps and websites from collecting user data without explicit user consent. ATT went into full effect in April of this year. Now, an investigation from The Financial Times has shed some light on the impact of ATT on social media sites.

According to the report, Apple’s ATT caused social media apps such as Facebook, Twitter, Snapchat, and YouTube to lose US$9.85 billion. While Facebook lost the most amount of money, Snapchat was affected the worst when loss is looked at as a percentage of business revenue. The reason why Snapchat suffered more loss than other platforms is that it is only available on smartphones. Ever since Apple announced ATT, social media companies have been opposing Apple's decision. Facebook even published a full-page newspaper ad claiming that Apple’s move would be “devastating to small businesses”. In the wake of The Financial Times’s report, we can see why Facebook was so opposed to Apple’s privacy policy changes.

As things currently stand, social media platforms have to come up with new ad strategies to make sure their revenues don’t dip any further. Eric Seufert, an ad-tech consultant, explained the situation to The Financial Times,” Some of the platforms that were most impacted — but especially Facebook — have to rebuild their machinery from scratch as a result of ATT. My belief is that it takes at least one year to build new infrastructure. New tools and frameworks need to be developed from scratch and tested extensively before being deployed to a high number of users.”

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> Expert Reviews and News on Laptops, Smartphones and Tech Innovations > News > News Archive > Newsarchive 2021 11 > Apple's controversial privacy policy changes have cost almost US$10 billion to social media companies
Fawad Murtaza, 2021-11- 1 (Update: 2021-11- 1)