Apple’s privacy feature disrupts the behind-the-scenes mechanics of many mobile ads, especially those that confirm whether a purchase or download was made.
made to its iOS operating system last year will decrease the social media company's sales this year by about $10 billion.
"We believe the impact of iOS overall is a headwind on our business in 2022," Meta CFO Dave Wehner said on a call with analysts after the company's."It's on the order of $10 billion, so it's a pretty significant headwind for our business." Facebook's admission is the most concrete data point so far on the impact to the advertising industry of Apple's App Tracking Transparency feature, which reduces targeting capabilities by limiting advertisers from accessing an iPhone user identifier.
Meta shares sank 23% in extended trading on Wednesday after the company warned about numerous challenges and came up short on user numbers. Facebook said first quarter revenue will be $27 billion to $29 billion, while analysts were expecting that number to exceed $30 billion.Download our local news and weather app for
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