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Nov 1, 2021

Apple's iOS App Tracking Transparency (ATT) has cost Facebook, Twitter, Snap, and YouTube nearly $10B in combined ad revenue in the second half of 2021.
Facebook, Twitter, Snap, and YouTube revenues are expected to be down 12% on average in the third and fourth quarters. Apple's ATT privacy feature started in April with the release of iOS 14.5, and allows users to opt out of app data tracking. Most users opt out so advertisers have been looking elsewhere, including Apple's own search. Snap has been hit the worst since most of its business is via smartphone advertising. Link

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