Survey results that the revenue of major SNS '1 trillion yen or more' was erased by the privacy enhancement function of iPhone
The Financial Times, an American economic newspaper, said, 'Apple's introduction of privacy enhancement features on the iPhone will bring Snapchat, Facebook, Twitter, and YouTube to an estimated $ 9.85 billion in the second half of 2021 alone. )'S profits have disappeared. '
Snap, Facebook, Twitter and YouTube lose nearly $ 10bn after iPhone privacy changes | Financial Times
Apple's app tracking policy reportedly cost social media platforms nearly $ 10 billion --The Verge
https://www.theverge.com/2021/10/31/22756135/apple-app-tracking-transparency-policy-snapchat-facebook-twitter-youtube-lose-10-billion
App Tracking Transparency has hit social media for $ 10 billion in lost revenue so far | AppleInsider
https://appleinsider.com/articles/21/10/31/social-media-firms-see-10b-cut-in-ad-revenue-due-to-app-tracking-transparency
2020, Apple has the user in advance to make considerable changes to the iOS of policy opt- new setting to ensure that as long as you do not allow in can not keep track of the action application side is to collect user information ' App Tracking Transparency (ATT)' Announced that it will be introduced. In the conventional Internet advertising market, targeted advertising that displays advertisements based on the user's personal information was the mainstream, but this policy change made targeted advertising difficult, so advertising revenue on the application side is expected to decrease significantly. It was reported.
Facebook, which relies on advertising revenue for most of its revenue, posted full-page ads blaming Apple on major newspapers, but Apple implemented ATT in iOS 14.5, released in April 2021. A survey conducted after the release of iOS 14.5 found that most iPhone users refused to track users from the app by ATT.
It is clear that most iPhone users are refusing to track users by the app from ATT enabled in iOS 14.5 --GIGAZINE
The three months elapsed 2021 years 7 months from the ATT introduction of 'revenue of developers and advertisers has decreased 15 to 20 percent,' reports but had come out also, newly The Financial Times is the 'ad technology companies Lotame According to the analysis results of Snapchat, Facebook, Twitter, and YouTube, the four major SNS companies lost an estimated $ 9.85 billion (about 1.1 trillion yen), which is 12% of sales, in the third and fourth quarters of 2021. ) ”.
Looking at the breakdown of these four companies, it is estimated that Snapchat lost 13.2% of sales, Facebook lost 13.2% of sales, YouTube lost 7.7% of sales, and Twitter lost 7.4% of sales. Not only did Facebook record a relatively high rate of decline in sales, but the size of the company is also large, so the amount actually lost exceeds about 8 billion dollars (about 910 billion yen).
Lotame's COO, Mark Woosley, cited an example of a men's underwear maker advertising, saying, 'In the past, we should only advertise to male users, but with the introduction of ATT, we can understand the gender of the user. Suddenly, the cost doubled because it became necessary to display advertisements for both men and women, 'he said, pointing out that advertising on iOS did not increase profits. Wayflyer CEO Aidan Corbett, who funded online shopping startups, said, 'TikTok is overwhelmingly cheaper per 1000 impressions and is becoming very popular,' said TikTok from Facebook, which has a high advertising cost. Said that customers were leaking to.
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