While the changes have been marketed as a win for users, they're also benefitting Apple's advertising product, Apple Search Ads, which marketers are turning to for mobile ads that drive app installations. And, of course, many of them are deciding no," Cook said.Ĭook said that if app developers have trust from users, a larger percentage of them may allow device ID tracking. We're not making the decision, we're just simply prompting them to be asked if they want to be tracked across apps or not. "What we've been all about is putting the power with the user. Peloton, which is an advertiser and doesn't sell ads, said last month that Apple's privacy feature hurt user growth.Įarlier this week during an interview, Apple CEO Tim Cook declined to comment on the feature's impact on other companies but said ATT was released to give users the choice of what happens on their devices. Snap CEO Evan Spiegel said that the privacy feature continued to pose risks to the company's fourth-quarter earnings, and the company said that holiday-quarter sales would be around $1.18 billion - significantly lower than the $1.36 billion in sales Wall Street was expecting at the time. Snap's stock got hammered last month after it came in light on sales, which the company blamed on Apple's privacy changes. Facebook said its revenue would have grown sequentially in the September quarter if not for the Apple ad changes. Meta, Facebook's parent company, warned last month that adoptions of the features had hit "critical mass" and made its ads less effective at targeting lucrative potential customers.
PRIVACY PRO IOS DOWNLOAD
The privacy feature has upended the behind-the-scenes mechanics of many mobile ads, especially those that confirm whether a purchase or download was made. Over six months later, it's clear most iPhone users did opt-out, and the feature, called App Tracking Transparency (ATT), is now presenting challenges to companies ranging from Snap to Facebook to Peloton.
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