We all know that Apple introduced a new App Tracking Transparency System earlier this year that requires the user to allow or deny third-party apps to track them on the Internet. An action that Facebook did not like at all. And not even a Snap, the company behind Snapchat, which recently said its revenue was affected by Apple’s politics. Let’s find out the details.
Just yesterday Snap announced its fiscal 2021 fourth quarter results with over $ 1 billion in revenue. An exorbitant figure, were it not for the fact that it is 3 million dollars less than the company’s expectations. A loss that, according to CEO Evan Spiegel, would be due to the recent changes made by Apple to iOS, which have had a devastating impact on advertisements.
“Our advertising business was disrupted by the changes to iOS ad tracking that were widely implemented by Apple in June and July. While we anticipated some degree of business disruption, Apple’s new measurement solution was not as good as expected, making it more difficult for our advertising partners to measure and manage their advertising campaigns for iOS. ” So reports Evan Spiegel.
Despite this, Snap hasn’t demonized Apple’s choices. The CEO himself, in fact, stated that the changes are “really important for the long-term health of the ecosystem and something that we fully support”. A statement that comes after the most recent research has shown that users are denying consent to App tracking.
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