According to a Financial Times analysis, social media companies like Facebook, YouTube, Twitter and Snapchat have lost more than $9.8 billion in revenue as a result of Apple’s decision to let customers control which apps can monitor them.
Apple added a new feature to iOS late last year called the App Tracking Transparency (ATT) policy, which required apps to look up iPhone users for permission to track their activity and collect data.
When the feature was first introduced, Facebook, one of the biggest online advertisers, was quick to criticize it, claiming it would “keep the internet from being free.” The social media giant launched a barrage against the feature, including full-page newspaper ads and video ads that made false and misleading claims.
Despite objections, Apple made the feature available to all customers earlier this year. Various investigations by independent data analysis organizations have shown that the vast majority of iPhone users have used the functionality to disable monitoring on their devices since its release.
Some of the platforms that were severely damaged by App Tracking Transparency had to rebuild their entire ad machine from the bottom up, according to Eric Seufert, ad technology consultant.
“I think building new infrastructure takes at least a year.” “New tools and frameworks need to be built from the ground up and thoroughly tested before releasing them to large numbers of people,” he added.
Apple has positioned itself as a champion of its users’ privacy over the years, using slogans like “what happens on the iPhone, stays on the iPhone” to advertise the iPhone. Along with ATT, the company also released a new tool that allows customers to turn off personalized data being collected from them, effectively treating them like any other developer.
The huge iPhone user base will force app developers and social media companies to rethink their plans on other platforms like Android, thanks to the discontinuation of ATT’s targeted advertising.
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Categories: Technology
Source: vtt.edu.vn