Google reports that since the release of iOS 14, its revenue so far has only been moderately affected by the transparency of Apple’s app tracking. After Apple introduced transparency in-app tracking, it is said that most iPhone users have chosen to choose no tracking for their apps. However, the impact on advertisers does not seem to be as large as expected.
Facebook has repeatedly opposed Apple’s iOS 14 privacy plan, but its latest financial report shows that there is no cliff-like decline in advertising revenue, and the same is true for Twitter’s earnings report. Now, according to MarketWatch reports, Google and its parent company Alphabet said it was only slightly affected. It reported a YouTube revenue of $7.2 billion, slightly lower than analysts’ forecast of $7.4 billion.
Alphabet CFO Ruth Porat said: [We] are pleased with the strength of our entire business in the third quarter, which is broad-based and global. As far as the changes in iOS 14 are concerned, they have little effect on YouTube’s revenue. Google and Alphabet did not give further details, but Twitter said in a letter to shareholders in the third quarter of 2021 that the impact was modest, especially since it has switched to Apple’s SKAdNetwork, which is Apple’s An alternative to the Identifier of Advertisers (IDFA) label.
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Apple’s Craig Federighi previously predicted that the impact will be much lower than worried, especially because of the implementation of SKAdNetwork. We introduced an intelligent tracking prevention mechanism,” he said. At that time, some people in the advertising industry said that the sky was falling and their business would be destroyed because they could not track everyone from one website to another. Well, in fact, if you look at what happened in this industry, it didn’t happen at all, but we also protected the privacy of users in the process.