Apple introduced a pretty controversial privacy feature on iPhone last year dubbed as App Tracking Transparency. It allows users to stop apps from tracking their digital activities across third-party platforms to prevent targeted advertising. Now, as per a recent report, several major firms like Snapchat, Facebook, YouTube, and Twitter have lost around a total of $10 billion due to Apple’s privacy feature.
The report also states that Snap “fared the worst as a percentage of its business” as its advertising is primarily linked to phones, especially iPhones. This makes sense as Snapchat is only available on mobile platforms and not on Windows or macOS. So, social media companies are now relying on other ways to grow their business via advertising. Some apps were found forcing users to allow tracking permissions by denying basic features.
