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As a result of its privacy features, Apple has cost social media companies including Meta, formerly known as Facebook, Twitter, Snapchat, and YouTube, nearly $10 billion in revenue in the second half of 2021, according to an investigation by the Financial Times.

craig-wwdc-2021-privacy.png

The Financial Times found that most users have opted out of tracking using Apple's App Tracking Transparency (ATT) framework, a requirement that forces developers to ask users if they wish to be tracked across other apps and websites. Data in the report from Lotame, a third-party company, suggests that Meta, YouTube, Twitter, and Snap lost $9.85 billion in revenue in the third and fourth quarters of 2021, with Snapchat and Facebook being the most impacted.
Lotame, an advertising technology company whose clients include The Weather Company and McClatchy, estimated that the four tech platforms lost 12 percent of revenue in the third and fourth quarters, or $9.85bn. Snap fared the worst as a percentage of its business because of its focus on smartphones, while Facebook lost the most in absolute terms because of its size.
ATT has caused social media giants who rely heavily on their ad models, such as Meta, to be remarkably worried about the repercussions of giving users a choice on whether they wish to be tracked or not.

Meta, in particular, has used the narrative that ATT will hurt small businesses that run targeted ads for potential customers. If users tap "Ask App Not to Track" when shown the prompt on initial app launch on newer versions of iOS and iPadOS, that app has considerably fewer data points to use to show them "personalized ads."

Last week, Meta CEO Mark Zuckerberg blamed Apple's privacy changes for Meta's lackluster performance this year. Other Meta executives also pointed the finger towards the Cupertino tech giant, claiming that its business would have done better if not for Apple's privacy rules.

Meta’s revenue was impacted by 13.1% percent due to ATT, while Twitter was only impacted by 7.4%. Twitter told the Financial Times that it was less impacted because its "ads rely more on context and branding than on tracking consumers' mobile habits."

Article Link: Apple's Privacy Features Have Cost Social Media Companies Nearly $10 Billion in Revenue
 

400

macrumors 6502a
Sep 12, 2015
760
317
Wales
All these tech savvy firms have a fragile market? They will adapt somehow. Perhaps the tag line should be "this is a small portion of how much the likes of Facebook are creaming off the proles".
 

needsomecoffee

macrumors 6502
May 6, 2008
313
710
Seattle
Not a fan of FBook et. al. at all. Interesting fact: Apple's ad revenues jumped by about $5B as it allows itself to use your info to place ads since its "privacy" rules only applies to 3rd parties. Ask yourself, when FBook's ad revenues shift to Apple after implementing its new "privacy" rules... does something seem amiss ???
 

840quadra

Moderator
Staff member
Feb 1, 2005
8,981
5,333
Twin Cities Minnesota
The only one I really care about on this list is Twitter. It is a decent way to find news on the web, and seems to have a decent balance of what is available for my tech news needs as well as items related to local issues in my community. I hope they can find a balance to remain profitable, without needing to pry into peoples personal lives outside of what they already post on their platform.

I can't say that I feel badly for Meta Face, wasn't it revealed that they colluded with Google to attempt to own much of the online ad space? Then potentially followed up by attempting to break Apple's new privacy system.

 

Unsupported

macrumors 6502a
Jul 23, 2020
673
720
a land far, far away...
Substitute "Governments" for "giant social media companies" ?

A Declaration of the Independence of Cyberspace

by John Perry Barlow <barlow@eff.org>

Governments of the Industrial World, you weary giants of flesh and steel, I come from Cyberspace, the new home of Mind. On behalf of the future, I ask you of the past to leave us alone. You are not welcome among us. You have no sovereignty where we gather.

We have no elected government, nor are we likely to have one, so I address you with no greater authority than that with which liberty itself always speaks. I declare the global social space we are building to be naturally independent of the tyrannies you seek to impose on us. You have no moral right to rule us nor do you possess any methods of enforcement we have true reason to fear.

Governments derive their just powers from the consent of the governed. You have neither solicited nor received ours. We did not invite you. You do not know us, nor do you know our world. Cyberspace does not lie within your borders. Do not think that you can build it, as though it were a public construction project. You cannot. It is an act of nature and it grows itself through our collective actions.

You have not engaged in our great and gathering conversation, nor did you create the wealth of our marketplaces. You do not know our culture, our ethics, or the unwritten codes that already provide our society more order than could be obtained by any of your impositions.

You claim there are problems among us that you need to solve. You use this claim as an excuse to invade our precincts. Many of these problems don't exist. Where there are real conflicts, where there are wrongs, we will identify them and address them by our means. We are forming our own Social Contract . This governance will arise according to the conditions of our world, not yours. Our world is different.

Cyberspace consists of transactions, relationships, and thought itself, arrayed like a standing wave in the web of our communications. Ours is a world that is both everywhere and nowhere, but it is not where bodies live.

We are creating a world that all may enter without privilege or prejudice accorded by race, economic power, military force, or station of birth.

We are creating a world where anyone, anywhere may express his or her beliefs, no matter how singular, without fear of being coerced into silence or conformity.

Your legal concepts of property, expression, identity, movement, and context do not apply to us. They are all based on matter, and there is no matter here.

Our identities have no bodies, so, unlike you, we cannot obtain order by physical coercion. We believe that from ethics, enlightened self-interest, and the commonweal, our governance will emerge . Our identities may be distributed across many of your jurisdictions. The only law that all our constituent cultures would generally recognize is the Golden Rule. We hope we will be able to build our particular solutions on that basis. But we cannot accept the solutions you are attempting to impose.

In the United States, you have today created a law, the Telecommunications Reform Act, which repudiates your own Constitution and insults the dreams of Jefferson, Washington, Mill, Madison, DeToqueville, and Brandeis. These dreams must now be born anew in us.

You are terrified of your own children, since they are natives in a world where you will always be immigrants. Because you fear them, you entrust your bureaucracies with the parental responsibilities you are too cowardly to confront yourselves. In our world, all the sentiments and expressions of humanity, from the debasing to the angelic, are parts of a seamless whole, the global conversation of bits. We cannot separate the air that chokes from the air upon which wings beat.

In China, Germany, France, Russia, Singapore, Italy and the United States, you are trying to ward off the virus of liberty by erecting guard posts at the frontiers of Cyberspace. These may keep out the contagion for a small time, but they will not work in a world that will soon be blanketed in bit-bearing media.

Your increasingly obsolete information industries would perpetuate themselves by proposing laws, in America and elsewhere, that claim to own speech itself throughout the world. These laws would declare ideas to be another industrial product, no more noble than pig iron. In our world, whatever the human mind may create can be reproduced and distributed infinitely at no cost. The global conveyance of thought no longer requires your factories to accomplish.

These increasingly hostile and colonial measures place us in the same position as those previous lovers of freedom and self-determination who had to reject the authorities of distant, uninformed powers. We must declare our virtual selves immune to your sovereignty, even as we continue to consent to your rule over our bodies. We will spread ourselves across the Planet so that no one can arrest our thoughts.

We will create a civilization of the Mind in Cyberspace. May it be more humane and fair than the world your governments have made before.

Davos, Switzerland

February 8, 1996
 

MedRed

macrumors 6502
Jun 9, 2007
322
1,072
Not a fan of FBook et. al. at all. Interesting fact: Apple's ad revenues jumped by about $5B as it allows itself to use your info to place ads since its "privacy" rules only applies to 3rd parties. Ask yourself, when FBook's ad revenues shift to Apple after implementing its new "privacy" rules... does something seem amiss ???
Don't care. I'm doing business with Apple. They can market to me all they want. What I don't want is a company selling my data to the 4 corners of the earth so that companies I've never done business with are utilizing my data to clog my browsing and mailbox with targeted ads.
 
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