A year after its inception, it dealt another heavy blow to Facebook, and it looks like the damage to revenue will be significantly worse than previously estimated. 

According to some reports, Apple's App Tracking Transparency features will cost Facebook $12.8 billion in 2022.

According to recent research from Lotame, Apple's ATT tweaks will have a bigger impact on Facebook. Lotame anticipates a revenue effect of $16 billion, with YouTube taking a $2.2 billion cut, compared to $546 million for Snap and $323 million for Twitter.

ATT's iPhone privacy features limit app tracking by denying access to the Identifier for Advertisers (IDFA), a unique code provided to each user. 

Apple is able to control this technologically because when you opt out of monitoring, marketers are given a string of zeros instead of the code.

But is Apple's ATT as good as it sounds?

However, since its debut, some canny developers have been trying to circumvent Apple's privacy measures, as evidenced by Lockdown Privacy anti-tracking software, which declared ATT "functionally useless" last year.

Furthermore, according to Ars Technica, another study has shown how vulnerabilities in Apple's ATT architecture could allow large companies like Facebook and Google to collect huge amounts of their own data.

Since the iPhone's privacy features are costing the company billions of dollars in revenue, ATT is working to some degree. 

Of course, developers will always try to circumvent Apple's regulations, so maybe that part should be policed ​​a bit more strictly and Apple should fix the loopholes.

Apple's ATT is far from ideal, but at a time when consumers are concerned about the data-hungry behaviors of Facebook and others, it's a start.

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