Facebook will take $10 billion revenue hit in 2022 because of App Tracking Transparency

Posted:
in General Discussion edited February 3
Because of intense pressure on revenue after the implementation of new data regulations and Apple privacy features, Meta will rebuild Facebook's ad infrastructure to ensure it can still deliver "high-quality personalized ads."

App Tracking Transparency
App Tracking Transparency


CEO Mark Zuckerberg made the announcement on Wednesday during the company's Q4 2021 earnings report. During the call, Zuckerberg specifically called out "Apple's iOS changes," which is referring to the company's App Tracking Transparency feature.

In addition to ATT, which has had a major effect on social media advertising revenue, Zuckerberg also named new data protection regulations in the European Union. The result, he said, is a "clear trend where less data is available."

"But people still want to see relevant ads, and businesses still want to reach the right customers," Zuckerberg added. "So we're rebuilding a lot of our ads infrastructure so we can continue to grow and deliver high-quality personalized ads."

Zuckerberg's comments came after Facebook reported a drop in monthly active users and revenue that came in barely above expectations. After the company's earnings report, Facebook shares plunged more than 20% in trading Wednesday.

Apple's ATT feature prohibits iOS apps from tracking users across other websites and data. Facebook and other ad-reliant companies have taken a major revenue hit from the feature.

A report from December 2021, however, suggests that companies like Facebook and Snap were using loopholes to bypass ATT and collect data on users.

Read on AppleInsider

Comments

  • Reply 1 of 9
    This announcement, a fall in active accounts and FB's failure to meet their earning guidance hopefully means their decline is set in motion. There is no doubt the world would be a better place with more truth in it if FB had less influence or ceased to exist ... One can hope, can't they? 
    muthuk_vanalingamBeatsaderutterwilliamlondonbaconstangjony0watto_cobra
  • Reply 2 of 9
    I am glad.  We forget everything we do on Facebook, he sells and makers tons of money. 
    watto_cobra
  • Reply 3 of 9
    badmonkbadmonk Posts: 1,076member
    Oh Zuck so sorry about this, maybe things will be better for you if you go to your Metaverse now and leave the world alone?
    williamlondonJapheybaconstangtokyojimujony0watto_cobra
  • Reply 4 of 9
    BeatsBeats Posts: 3,034member
    Next Apple needs to create an innovative email platform that actually works. And finally fix Siri to be a smart search engine. 

    I wanna see Giggle take a huge hit like this also. 
  • Reply 5 of 9
    Bummer   🤪
    williamlondonbaconstangwatto_cobra
  • Reply 6 of 9
    XedXed Posts: 1,449member
    tommikele said:
    This announcement, a fall in active accounts and FB's failure to meet their earning guidance hopefully means their decline is set in motion. There is no doubt the world would be a better place with more truth in it if FB had less influence or ceased to exist ... One can hope, can't they? 
    It's the time we live in. While FB amplified the problem of misinformation for personal gain, it was still going to happen. If FB disappeared today it wouldn't stop anything.
    beowulfschmidtwilliamlondon
  • Reply 7 of 9
    "But people still want to see relevant ads" - that's debatable, isn't it?
    baconstangwatto_cobra
  • Reply 8 of 9
    "high quality personal ads" ???

    Like no ads?  Like ads that don't fill up your screen such that you can barely he the page?  Those quality ads?

    Sure.
    watto_cobra
  • Reply 9 of 9
    mattinozmattinoz Posts: 1,850member
    "But people still want to see relevant ads" - that's debatable, isn't it?
    If forced to see ads relevant is preferred then irrelevant and finally past relevant ads. 
    muthuk_vanalingamwilliamlondon
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