![]() ![]() Others are simply using digital fingerprinting techniques and daring Apple to do anything about it (or at least hoping not to be discovered) thus far, Cupertino has been slow to respond. Apple's own targeted advertising business saw a modest increase of $700 million during this time. Snap, Facebook, Twitter, and YouTube have lost a combined $9.85 billion thus far. The company has recently been found to employ a number of creative tactics to track the locations of users of its mobile app, even if they have disabled location tracking it makes use of information in picture and video metadata, and even uses accelerometer data to compare the vibration patterns of more locked-down users to those nearby that are sharing their location freely. In the meantime, many advertisers are simply dodging and ducking Apple’s new requirements - Facebook among them. Twitter took less of a hit due to its advertising structure not relying on personalized characteristics as much, and YouTube was insulated due to Google’s own advertising program across the web and the Android ecosystem. Facebook (now Meta, though the Facebook service and ad network retains its original name) also took a heavier blow than most, which led to a substantial reduction in expected quarterly earnings. As other recent quarterly earnings reports have indicated, Snap took the heaviest blow of the group and lost 25% of its overall value due to the change. The damage has not been evenly divided, however. Snap, Facebook, Twitter, and YouTube appear to have weathered a collective $9.85 billion loss that can be attributed directly to the Apple privacy policy change, with an average of 12% of total revenue lost for each company. The new research from Lotame provides more insight into the market changes by focusing on the “big four” tech platforms that rely on targeted ads for a great deal of revenue. While Apple has fewer overall users, its demographic skews more affluent and the average Apple user is estimated to be worth twice the average Android user to advertisers. Projections were that as many as 90% of device users would drop out of the targeted ad ecosystem once the new Apple privacy policy went active with iOS 14.5 marketing studies since then have found it has likely settled around 70% to 80% somewhere. If the user chooses to opt out, the app publisher must deliver the same level of service minus the targeted advertising.ĭubbing this the “adpocalypse,” advertisers had been dreading the impact on the market. This comes in the form of a mandatory pop-up, the text of which is dictated by Apple, that users must be presented with when apps are downloaded or when an already installed app is updated. ![]() The new Apple privacy policy, referred to as “App Tracking Transparency,” requires app developers to obtain permission to use the device’s unique IDFA tracking number. New Apple privacy policy about as bad as expected for ad industry ![]() The new Apple privacy policy went into effect in late April, about two months before the third quarter began. Advertising technology research firm Lotame reports that Snap, Facebook, Twitter, and YouTube have lost a combined $9.85 billion thus far in the third and fourth quarters of the year. ![]()
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