Last year Apple launched iOS 14.5, with the operating system Apple made major changes to its privacy practices by introducing the App Privacy feature.
This feature actually benefits users. However, this feature discourages advertisers from advertising on the platform. Because this feature requires the application developer to ask the user for permission what information will be accessed and shared with other applications.
And if the user doesn't give his permission, then the app can't show relevant ads based on user data. As a result, many technology companies such as YouTube, Twitter, Facebook and Snap suffered a lot of losses.
A recent report from Lotame revealed that the tech company's revenue could drop to nearly USD 16 billion or around IDR 229 trillion this year.
Of the several technology companies, it was revealed that Facebook experienced the greatest impact. With Apple's privacy changes, Facebook has lost up to 81% this year. It is estimated that Facebook will suffer a loss of around USD 12.8 billion or Rp. 183 trillion.
Lotame Chief Operating Officer Mike Woosley noted that at the end of the year, tracking the impact of privacy settings will no longer be a concern for Lotame.
On the contrary, the possibility of a recession as well as other factors suggest that there is more to expect in 2022.
Woosley stated that the company plans to look ahead to the next wave of technological change. These changes include cookies, IP addresses, and Google Advertising Identifier GAID as reported by us from the Mac Observer.