The anti-tracking update Apple introduced in iOS 14.5 cost the social media giants nearly $ 10 billion. These are the lost revenues that Facebook, YouTube, Twitter and Snap had to face in almost three months since the introduction of the App Tracking Transparency system. The loss, analyzed by the advertising Lotame, translates into about 12% less for the main social giants, even if Snap is the most affected. The Snapchat developer, in the revenue item, recorded -13.2% compared to the previous survey. Earlier this year, the group’s shares had already fallen following a communication about the inability to estimate the impact of iOS 14.5 policies on the company’s business. To explain the effects of the system, which shows iPhone and iPad users an option to block the tracking of information produced by individual apps that would benefit advertising investors, Lotame gives the example of a company that sells garments. of clothing and who, before the change, earned a customer for every $ 5 invested in online marketing campaigns on a thousand men: “Now, to reach the same audience, I have to show the ad to two thousand people, because
So the costs of remedying a customer doubled, resulting in a loss of return of 50%. “As a result, many companies have decided to stop investing in platforms. A week ago, Mark Zuckerberg further criticized the new tracking policy. of the announcements, stating that Apple’s changes affect not only Facebook but “millions of small businesses in what is, for them, already a delicate economic period”. (ANSA).
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Source From: Ansa
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