Apple (AAPL) and Triple Facebook (FB) are also at odds, with the iPhone maker launching a new survey on Tuesday saying it rejected claims that it made a profit from last year’s iOS privacy fixes. , which has hampered the Meta advertising business. The analysis, sponsored by Apple and produced by Columbia University Professor Kinshuk Jerath, aims to show that, while Meta expects Apple’s App Tracking Transparency technology to cost $ 10 billion in advertising revenue. in 2022, that money will not go to Apple.
According to the report, which Jerath wrote about the use of publicly available data, claims that advertisers are flocking to Apple as a result of the new policy impact on Meta are inconsistent. The report comes a day before Meta announces its Q1 earnings, the company’s first report since Apple’s new policy announcement will be some $ 10 billion in advertising revenue in 2022. On the other hand , Apple, which is set to report its Q2 earnings on Thursday, saw record revenue growth in Q1.
This content is not available because of your privacy preferences. Update your settings here to see. The App Tracker notification, which Apple rolled out to iOS 14.5 users in 2021, asks users whether they want the app to track their performance across the web. Changing the feature enables companies such as Meta to be able to learn more about its users through third-party websites and apps, which in turn affect advertising.
Without regular targeted advertising, advertisers will switch from services such as Meta and spend their advertising budgets on other platforms or services. Apple, however, seems to have preceded any allegations that its advertising business has benefited from the new policy at the expense of Meta. “I see claims that Apple received billions of advertising dollars from other companies as a result of ATT’s lack of support,” Jerath wrote in the paper. During a February 3 acquisition call, COO Sheryl Sandberg blamed Apple for the company’s advertising issues.
“Apple created two challenges for advertisers,” Sandberg said. “One is that the accuracy of our advertising space is reduced, which increases the cost of driving results. Another is that measuring those results becomes more difficult. ”