Apple's anti-tracking protections to cost Facebook $10 billion in 2022
What you need to know
- Latome is out with a new report that looks at the impact of Apple's anti-tracking protections on iOS.
- Facebook is expected to lose about $10 billion in revenue from advertising in 2022.
- The top four advertisers are expected to lose about $16 billion.
Apple's anti-tracking protections are costing Facebook billions.
A new report from Lotame took a look at Apple's changes on iOS one year later and found some notable shifts in the advertising businesses of Facebook, YouTube, Snapchat, and Twitter. According to the report, Facebook is expecting to lose about $10 billion from its advertising business in 2022 due to privacy enhancements on iOS.
Apps on iOS must now always ask users if they are allowed to track them, whether it be location or across websites. According to the report, about 65% of users on average opt out of tracking.
Lotame believes that the impact across all of the major advertisers in 2022 will be somewhere around $16 billion with Facebook eating about 80% of that.
Apple introduced a range of new privacy protections in the last couple of years, including a new opt-in standard over opt-out for app tracking. It has also added new privacy features to iCloud, iCloud Mail, and Safari to block all kinds of tracking.
You can check out everything that the report has to offer on the Lotame website.
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Joe Wituschek is a Contributor at iMore. With over ten years in the technology industry, one of them being at Apple, Joe now covers the company for the website. In addition to covering breaking news, Joe also writes editorials and reviews for a range of products. He fell in love with Apple products when he got an iPod nano for Christmas almost twenty years ago. Despite being considered a "heavy" user, he has always preferred the consumer-focused products like the MacBook Air, iPad mini, and iPhone 13 mini. He will fight to the death to keep a mini iPhone in the lineup. In his free time, Joe enjoys video games, movies, photography, running, and basically everything outdoors.