Apple’s App Tracking Transparency feature, which debuted with iOS 14.5, also prohibits developers from providing users with perks or rewards in exchange for enabling the feature. Apple launched its app tracking transparency feature last year, giving users the option of not allowing apps to track their behaviour. As a result of people refusing to grant third-party developers access to their data, many applications’ ad revenue has suffered. With iOS 14.5 came the App Tracking Transparency feature, which prevented developers from tracking users across websites and other apps. Facebook responded publicly to Apple’s move, claiming that it will harm the company’s ad business. Yes, and not just on Facebook, and in billions of dollars. As reported by Lotame, large corporations could have a loss of $16 billion (roughly Rs. 1.21 lakh crores), all because of Apple’s App Tracking Transparency feature. Companies that rely heavily on tailored ads include Facebook, Snapchat, YouTube, Twitter, and others. Among all of these, Facebook and YouTube are at the top. Facebook with a $12.8 billion revenue loss followed by YouTube with a $2.1 billion revenue loss. Lotame’s COO. Mike Woosley, said “The effects of these changes on these companies are difficult to isolate because all four players are still growing extremely strongly, taking share from traditional media’s last bastions and gaining share in digital media as privacy regulations make it harder and harder for independent publishers and technologies to execute.” To compound matters, the COVID-19 pandemic has caused “volatile and unpredictable gyrations in the pacing of media spend,” This new App Tracking Transparency feature, which is debuted with iOS 14.5, also prohibits developers from providing perks or rewards to users in exchange for enabling the feature. This feature also comes with a toggle that allows users to prevent apps from prompting them to enable app tracking entirely. To compensate for this significant revenue loss, now companies such as Facebook have been developing new methods of providing tailored ads without relying on tracking across multiple apps and websites.
