This Apple feature has cost Facebook and YouTube billions of dollars-Information Technology

Most applications and websites today track users, however, with the App Tracking Transparency (ATT) feature, you can completely limit being tracked.

Essentially, App Tracking Transparency (ATT) will force iPhone apps to ask for permission before tracking your activity.

For example, when you open the Facebook application, you will see a prompt saying that the application wants to track you, if you agree, the user just needs to select Allow (allow) and vice versa, Ask App not to Track (required). request the application not to track).

By default, applications will collect your personal data such as location, browsing history, spending habits, age… and form a digital profile. This information may be resold to third parties for them to run targeted advertising.

After the App Tracking Transparency (ATT) feature was launched, up to 96% of users in the US used it because they did not want to be tracked by Facebook. Facebook CEO – Mark Zuckerberg expressed displeasure to know Apple Allows users to opt out of being tracked. This is also not surprising given that Facebook’s advertising revenue in 2020 is about $ 84 billion.

According to a recent Lotame report, the revenue of major technology platforms may have dropped by nearly $16 billion due to Apple’s App Tracking Transparency (ATT) feature.

Lotame’s statistics show the extent of the loss of companies. Photo: Lotame

“It is difficult to isolate the impact of these changes on Facebook, Twitter, Snap and YouTubeas all four companies are still growing extremely strong and capturing a lot of market share,” said Mike Woosley, CEO of Lotame.

Even so, Facebook remains the worst-affected company, with an estimated $12.8 billion in revenue loss. It was followed by YouTube with $2.1 billion, Mike added.

Sharing with the Financial Times, marketing expert Eric Seufert said: “Facebook had to rebuild their apparatus because it was affected by the ATT feature. New tools and frameworks need to be developed and tested extensively before rolling out to a large number of users.”