IOS’s anti-tracking feature could reduce Facebook’s revenue by $ 12 billion

Last year, Apple decided to implement an operating system-level feature that would allow users to block activity tracking. Thus, many of the applications and services that tried to collect as much data as possible from users, either to serve ads relevant to their preferences or to sell them to other companies, experienced a decrease in operations. But no other company seems to be as affected as Facebook, which is going to lose billions of dollars as a result of this function.

Facebook could earn 10% less money in 2022 due to a feature implemented by Apple in iOS

The App Tracking Transparency feature was activated by Apple last year on iOS 14 and forced all app developers who collect data from users to implement it in their apps. Some, like Facebook, have tried in the pre-launch period to convince users that the way they collect data is in their best interest, especially for access to relevant content. However, after the launch, Facebook criticized Apple, including with advertisements in newspapers, pointing to small companies that rely on Facebook data to reach potential customers.

But it seems that the truth was somewhere in the middle. While delivering relevant ads could hurt the business of smaller companies, at the same time, Facebook is losing billions of dollars in ad revenue. Mark Zuckerberg has already announced that Meta is expected to have lower revenues of $ 10 billion in 2022, and market analysts at Lotame estimate that this amount is higher, at around 12 million dollars.

But Meta is not the only company that has to lose, but only the one that has the most to lose. This is alongside companies such as YouTube, Twitter and Snapchat, for which App Tracking Transparency could lead to a drop in revenue totaling US $ 16 billion.

YouTube would be in second place with $ 2.2 billion, Snapchat in 3rd place with $ 546 million less, and Twitter in 4th place with 5.4%. In terms of total revenue, Facebook could fall by almost 10%, while Twitter would have lower revenue by only 5.4%.

source: Phone Arena