What did Apple actually do, and why was it so costly?
by default and forced apps to ask people if they want to be tracked. It seems most do not: a study in December by AppsFlyer, an ad-tech company, suggested that 54% of Apple users who saw the prompt opted out.
This change has made digital advertising much trickier. Sheryl Sandberg, Meta’s chief operating officer, told investors that the change decreased the accuracy of ad targeting and slowed the collection of data showing whether ads work. Both of these changes make “direct-response ads”, which encourage consumers to take an action like clicking or purchasing, less appealing to advertisers. The financial impact on ad-sellers like Meta has been painful.
For Meta and its competitors, the problem will probably get worse. Google will soon offer most users of Android, its mobile operating system, the ability to opt out of ad tracking. It also plans to ban third-party cookies, another tracking mechanism, from its Chrome web browser. Meta, aware of the challenges, is trying to engineer its way out of the problem. It is developing new tools to help advertisers regain insight into how well their campaigns perform.
, which it hopes will be the next big computing platform. Controlling the operating system will prevent companies like Apple from upending Meta's business model in future—and will give Meta total control over what pop-ups you see.
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