Tech Brew Ride Home Mon. 11/01 – How Much Money Is Apple’s ATT Costing Snap, Facebook, Et Al?
Nov 1, 2021
The financial fallout from Apple's App Tracking Transparency looms large, with social media giants facing a staggering $10 billion loss. Amid global chip shortages, Apple struggles to innovate, while new iOS features like crash detection are on the horizon. Roblox's extended outage stirs concern for its massive user base and valuation. Additionally, advancements in data storage technology promise revolutionary changes, and Snap's new partnership with NBCUniversal showcases the blending of classic content with modern platforms.
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Apple's ATT Impact
- Apple's ATT change cost social media platforms like Snap, Facebook, Twitter, and YouTube nearly $10 billion.
- Snap was most affected percentage-wise, while Facebook lost the most in absolute terms.
Underwear Ad Example
- A men's underwear brand saw customer acquisition costs double due to ATT.
- Advertisers now have to show ads to twice as many people to reach the same target audience, resulting in a 50% lost yield.
Big Tech Competition
- Big tech companies now operate in a zero-sum game, stealing market share from each other.
- This is evident in how Apple's ATT changes directly impact the advertising revenue of other tech companies.