Facebook announced its quarterly results and it was reported that this is the first time the social media platform’s users didn’t grow. If that wasn’t a blow enough, the company's CFO revealed that a feature introduced by Apple is set to cost the social media giant about $10 billion in 2022. The feature — not new but was introduced last year — is called App Tracking Transparency (ATT). Here we explain what is ATT and how it’s costing Facebook billions of dollars

Apple first showcased the feature in 2020 at WWDC, its annual developer conference. There were many sceptics and Apple did give developers — including Facebook — time to understand and get used to the idea. The feature was rolled out last year and what it does is that it gives more control to iPhone users on whether or not they want to be tracked by advertisers online across apps. Apple says that it’s the user and not the developer who should decide what data they get or share. App Tracking Transparency allows you to choose whether an app can track your activity across other companies’ apps and websites for the purposes of advertising or sharing with data brokers. “If you see a request to track your activity, you can tap Allow or Ask App Not to Track. You can still use the full capabilities of the app, regardless of whether you allow the app to track your activity”, explains Apple.

#Apple #Meta #Facebook #Privacy #AppTrackingTransparency #ATT #UserPrivacy #Ads

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