Apple’s iPhone privacy upgrade cost Facebook, YouTube, Twitter, and Snap nearly $10 billion in ad revenue, report says


Apple introduced a privacy change for iPhones in April this year.The change forces apps to ask users’ permission to track them for advertising purposes.An ad data firm told The Financial Times that Facebook, YouTube, Twitter, and Snap lost $10 billion as a result.Get the latest tech trends & innovations — delivered daily to your inbox.Loading Something is loading.

Email address By clicking ‘Sign up’, you agree to receive marketing emails from Insider as well as other partner offers and accept our Terms of Service and Privacy Policy .

Apple’s upgrade to iPhone privacy has cost social media giants including Facebook almost $10 billion so far this year, The Financial Times reported.

Apple rolled out a privacy update in April that forces apps to show users a pop-up window asking for consent to track their activity for advertising purposes.If users select no, Apple blocks that user’s unique identifier for advertisers – a tool that allows advertisers to build up profiles of people and target them with ads.

Lotame, an advertising data company, told The FT that Facebook, YouTube, Twitter, and Snap collectively lost 12% of their advertising revenues in Q3 and Q4 from users choosing to opt out of ad tracking on Apple devices.

Mike Woosley, chief operating officer at Lotame, told The FT that advertisers were getting less value for money from iPhones after Apple’s privacy changes, because they had to cast a wider net to target the same people.

Woosley gave a theoretical example of a men’s underwear brand that previously could have gained one customer for an ad targeted at 1,000 men.”Now to get 1,000 men you have to show it to 2,000 people, because all of a sudden you don’t know who is a man and who is a woman,” Woosley told The FT.

Lotame’s estimates found that proportionally, Snap lost the greatest amount of ad revenue, while Facebook lost the most in terms of absolute spend from advertisers.

Facebook said in August 2020 that Apple’s privacy change could devastate part of its advertising business , and attacked the move in December 2020 with full-page newspaper ads .

In January 2021, Facebook CEO Mark Zuckerberg said Apple was becoming one of Facebook’s “biggest competitors.” In March 2021, Zuckerberg said the company could end up in a “stronger position” following Apple’s privacy change .

Sign up for notifications from Insider! Stay up to date with what you want to know.

Subscribe to push notifications.

Leave a Reply

Your email address will not be published. Required fields are marked *

Next Post

The best Android games available (November 2021)

With such a bountiful choice of great games for Android phones in the Google Play Store, how do you decide which Android apps to download? If you’re anything like us, you know only too well that feeling of download regret.But don’t worry — we’re here to make it a thing […]
The best Android games available (November 2021)

Subscribe US Now