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This is how much social media companies are losing in Apple's tracking protection

This is how much social media companies are losing in Apple's tracking protection

Nearly ten billion dollars, Apple's new tracking protection has cost social media the largest, the Financial Times reports.

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Facebook has been very active in its criticism of Apple's new tracking protection that was activated in iOS 14.5, and that's not surprising: the protections have led to a drop in revenue. Other social media companies have also lost revenue, though Twitter recently claimed, for example, that the impact on that company has been minimal.

The Financial Times has studied how much money it really relates to, and looked at how much revenue for Facebook, Snapchat, Twitter and YouTube subsidiary Google has fallen after the launch of the app's tracking transparency, as the job is called.

In total, these four together lost nearly ten billion dollars - about 85 billion kronor - in potential revenue.

According to the newspaper's report, Snapchat is the most affected, as a result of the platform being available only on mobile phones and unable to track users in other ways. The report also says that Facebook in particular is having a massive effort to rebuild its entire infrastructure to sell ads to iOS users.


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