Facebook can 'evaporate' $ 12.8 billion just because of an Apple feature

Nearly 12 months after Apple launched the new privacy feature App Tracking Transparency on iPhone, a recent analysis predicted a huge loss to advertisers on Facebook, YouTube… with about $16 billion lost, in which Facebook is expected to lose 12.8 billion USD (equivalent to nearly 300,000 billion VND).

Specifically, Apple released a new iPhone privacy feature in iOS 14 on April 26, 2021, and it immediately dealt a blow to companies that rely on advertising revenue. It is estimated that this new security feature of Apple has caused a revenue reduction of 15% - 20% of these companies.

Recently, a new analysis by research firm Lotame indicates that the feature is continuing to have a stronger impact. The report said the change would have an impact on the companies involved, amounting to up to $16 billion in damages. In which, the majority will belong to Facebook, with an influence of about 81%.

That 81% figure for Facebook is estimated at $12.8 billion. Lotame estimates the remainder of the lost revenue at $546 million for Snapchat, $323 million for Twitter, and $2.2 billion for YouTube.

On the other hand, Facebook is also working to reduce its dependence on Apple and is said to be providing advertisers with new tools in the near future.

The Lotame side announced that it would stop researching on this topic. They think there will be other effects, occurring in the second half of 2022, that make Apple's new feature no longer affect the online advertising sector much.