Facebook Parent MetaThe privacy change was announced Wednesday AppleThe company made improvements to the iOS operating system last summer that will reduce its sales by approximately $10 billion this year.

Meta CFO Dave Wehner stated that the “impact of iOS overall” is a major headwind for the company in 2022. He spoke to analysts following the company’s announcement. fourth-quarter earnings report. “It is on the order $10 billion so it’s quite significant headwinds for our company.”

Facebook’s admittance is the strongest data point to date on Apple’s App Transparency feature. It reduces targeting possibilities by barring advertisers from accessing an iPhone’s user identifier.

Meta shares fell 23% during extended trading Wednesday, after the company issued warnings about many challenges and failed to meet user demand. Facebook claims that its first quarter revenues will range from $27 billion-$29 billion. Analysts were anticipating a higher number of $30 billion.

Wehner stated that the $10 billion in revenue this year was merely an estimate.

Wehner explained that they were merely estimating how the cumulative iOS change will affect the revenue forecast for 2022. This is the order of magnitude if you add up all the iOS changes. It’s impossible to be exact on this. This is an estimate.

AppleiOS 14.5 introduced the ATT function, which was then released to iPhones in 2015. This feature is also available in iOS 15, running on 72% modern iPhones. according to Apple.

The popups in ATT ask the user if they would like to be tracked while opening an app. The IDFA is a unique device ID used by online advertisers to track and target users.

A recent study done by AppsFlyer (admeasurement company) in October found that 62% of iPhone usersthey chose not to share their IDFA.

The privacy function disrupts many of the hidden mechanics behind mobile advertising, particularly those that confirm a purchase was made or if a download was completed. SKAdNetwork is an Apple tool designed to be used in place of targeted advertising for IPhone apps. Apple states that it’s more private.

There are many online advertising firms. voiced their displeasure with the featureSince June 2020 when it was announced, Facebook has received the most criticism. By December 2020 Facebook ran a marketing campaignFull-page advertisements in the major newspapers blaming the feature, and stating that it was for “profit, but not privacy”.

Apple CEO the following day Tim CookTo illustrate how this feature works, we used Facebook’s application in a tweet.

Sheryl SandbergOn Wednesday, Facebook’s chief operating officer, argued that ATT will hurt small businesses, which rely heavily on digital advertising for growth and who are more dependent on customized ads than large companies. This is a common theme that Facebook repeatedly attacks Apple with its attacks.

Sandberg claimed that Facebook’s changes have lowered the accuracy of its ads and driven up prices depending on the outcome, such as a sale or download. It is also becoming harder to measure whether these conversions take place.

The results of Facebook were released a day early AlphabetWith its astronomical achievements, it surpassed all expectations fourth-quarter numbersHe also cited strengths in ecommerce ads as an area of strength, which is where Facebook had its weaknesses.

Wehner said that Apple’s search changes don’t have the same effect on Apple apps as other types. The amount that Google spends on Apple is a reference to Wehner’s comments. default search engineUse the Safari browser.

Wehner explained that Apple still takes billions per year via Google Search. This is why there’s an incentive to allow this policy disparity to continue.

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