According to a study, Meta shares lost 20% of their value after the company disclosed staggering data about losing customers to a recent and updated form of social media feature.
The company’s CFO revealed that a feature launched by Apple in its latest iOS version is said to cost the social media giant about $10 billion in 2022.
The feature, which is referred to as “app tracking transparency,” has been around for a while but was only introduced in the last year.
It lets you decide whether an app can track your activity across other apps and websites for advertising or to share with data brokers.
Most apps use something called the IDFA, or identifiers for advertisers.
What does IDFA do?
It delivers personalised advertising by using random identifiers.
It is a type of data used by Facebook and others, and it is a fairly common business model.
Apple’s efforts to protect users’ privacy were a wet blanket for meta. Meta has suffered a significant financial loss as a result of Apple.
Loss suffers by Meta
Meta has been suffering a huge loss recently, and it has lost its top position in the top 10 companies in the world and has declined to the 11th company.
They generate a large part of their revenue through advertising by displaying relevant ads based on people’s searches.
Facebook collects our data by tracking our activities and behaviour. It displays advertisements that are relevant to our selection. We click on such ads, and Meta generates revenue from it.
But recently, Apple has become more aware of people’s privacy and is taking action. Due to the actions taken by Apple, the Meta is encountering some losses.
What is the app tracking transparency feature?
Apple implemented this to protect people’s privacy in its most recent iOS version. Third-party apps and websites in the browser can’t track users’ information without their permission thanks to this feature.
This feature will give you an alert if your sensitive information is taken by any app.
If you allow it, then that app can track your information and If you deny it, then tracking is not possible.
If tracking is not possible, then showing targeted ads is impossible, because without knowing the behavior of users, any company can’t show them the relevant things.
Due to it, Meta is at a loss. If they show the ads, there will be little chance that users will click on them, and it will be relevant, then they will click.
For relevancy, tracking is important, but Apple has control over the tracking.
Conclusion
Apple’s tracking feature has cost Meta because its primary revenue source was advertising; however, that revenue stream is rapidly declining, and as a result, Meta’s market capitalization is falling.
Meta (Facebook) is one of the market leaders in the advertising industry. However, it is now suffering a severe loss as a result of this feature. In this case, Meta can take legal action against Apple.
Read More: Twitter launches Dark Web Service that protect people’s privacy on Internet
