Facebook, Twitter, YouTube and Snap lost an estimated $9.85 billion in revenue during the first half of 2021 due to a new privacy tool launched by Apple that requires applications to ask for a user’s permission before tracking their activity on the internet, the Financial Times reported Sunday.

The report, based on data from advertising research firm Lotame, noted the companies lost an average of 12 percent of revenues during the period.

Some analysts, though, consider that estimate high. “It’s too much of an impact,” observed Gene Munster, co-founder of Loup Ventures, a venture capital firm in Minneapolis.

That’s especially true in light of continuing improvements being made by advertisers. “Eventually the measurement tools will improve for the ad industry, with or without IDFA,” he told TechNewsWorld.

IDFA — Identifier for Advertisers — is Apple’s mobile ID which…

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