According to US consumer news and business channel CNBC, Facebook parent company Meta said on Wednesday local time that privacy changes made in Apple’s iOS operating system last year will make the social media company’s sales this year. A reduction of about $10 billion.
We think iOS will have a negative impact on the company’s business overall in 2022, Meta CFO Dave Wehner said on a conference call with analysts after the company’s fourth-quarter earnings report. It’s a major downside.
Facebook is the most concrete data yet to acknowledge the impact of Apple’s App Tracking Transparency feature on the advertising business. The feature reduces targeting capabilities by restricting advertisers’ access to iPhone user identifiers.
We’re just estimating the overall impact of the cumulative changes in iOS on our 2022 revenue forecast, Wehner said. If you aggregate the changes we’ve seen on iOS, it’s an order of magnitude change. We can’t do that. It’s very precise, it’s just an estimate.