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An investigation by The Financial Times found that Snapchat, Facebook, Twitter, and YouTube lost around $9.85 billion in revenue after Apple introduced App Tracking Transparency<\/a> (ATT) policy last year.
Advertisement technology company Lotame estimated that the four tech platforms lost 12 per cent of revenue in the third and fourth quarters, which roughly translates into $9.85 billion.
The new iOS App Store policy requires apps to ask permission to track users' data.
The policy went into effect in April, barring apps from tracking users if they opt out.
According to the report, Facebook lost the most money \"in absolute terms\" when compared to other social platforms due to its huge size.
\"Facebook has the most to lose because the cost of running advertisements on its platform has been increasing for years,\" the report said on Sunday.
Since the introduction of the Apple iOS policy, most users have opted out, leaving advertisers in the dark about how to target them.
\"Advertisers have responded by cutting back their spending at Snap, Facebook, Twitter and YouTube and diverted their budgets elsewhere: in particular to Android phone users and to Apple's own growing ad business,\" it added.
Snap \"fared the worst as a percentage of its business\" because its advertising is mainly tied to smartphones.
Facebook CEO Mark Zuckerberg has slammed Apple for its App Store policies, saying the iOS privacy changes are negatively affecting its business.
In an earnings call after posting robust Q3 results late last month, Zuckerberg said that the company did experience revenue headwinds this quarter.
\"Apple's changes are not only negatively affecting our business, but millions of small businesses, and what is already a difficult time for them and the economy,\" he told the analysts.
Facebook has been fiercely critical of the iOS 14 changes since these were introduced some months ago.
Sheryl Sandberg, Facebook's Chief Operating Officer, said that the biggest impact to them has come from iOS 14 changes which advantaged Apple's own advertising business.
\"One is that the accuracy of our ads targeting decreased, which increased the cost of driving outcomes for our advertisers. And the other is that measuring those outcomes became more difficult,\" Sandberg said.
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苹果iOS隐私改变社交媒体公司损失近100亿美元
苹果的iOS隐私变化成本像Facebook这样的社交媒体平台,Snapchat、Twitter和YouTube超过98.5亿美元的收入在今年下半年。
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《金融时报》的调查发现,Snapchat Facebook、Twitter和YouTube苹果推出后损失了大约98.5亿美元的收入应用跟踪透明度去年(ATT)政策。
广告技术公司Lotame估计四个技术平台失去了12%的收入在第三和第四季度,转化为98.5亿美元左右。
新的iOS应用程序商店政策要求应用程序请求许可来追踪用户的数据。
政策4月生效,禁止应用程序跟踪用户,如果他们选择退出。
据报道,Facebook失去最多的钱“绝对”相比其他社交平台由于其巨大的规模。
“Facebook将是最大的输家,因为其平台上运行广告成本一直在增加多年来,“周日报道说。
问世以来苹果iOS的政策,大多数用户选择,让广告商在黑暗中如何目标。
”对此,广告商在快速削减支出,Facebook, Twitter和YouTube和其他地方转移他们的预算:特别是Android手机用户和苹果自己的广告业务的增长,”它补充道。
提前“表现最糟糕的业务的比例”,因为它的广告主要是与智能手机。
Facebook首席执行官马克·扎克伯格了苹果的应用程序商店的政策,说iOS隐私更改负面影响其业务。
在财报电话会议上月末公布了强劲的第三季度业绩后,扎克伯格说,公司本季度收入阻力经验。
“苹果的变化不仅影响到我们的业务,但数以百万计的小型企业,对他们已经是一个困难的时期和经济,”他告诉分析师。
Facebook一直强烈批评iOS 14因为这些变化介绍了几个月前。
Facebook首席运营官谢乐尔•桑德伯格(Sheryl Sandberg),对他们说,最大的影响来自iOS 14变化得天独厚的苹果自己的广告业务。
”一个是我们的广告定位的准确性下降,而增加的成本推动的结果对我们的广告客户。,另一个是测量这些结果变得更加困难,”桑德伯格说。
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