The revenue of each SNS company disappears by 1 trillion yen by enhancing the iPhone privacy

If you ask this, you'll just tap it up ...

In April, Apple has renewed his privacy policy, calling it "Transparency of app tracking (ATT)"!Everyone has noticed that it has become a style to ask users for each app whether to allow personal information tracking like this.

It is a great movement from the viewpoint of personal information protection, but the developers who could not follow the hobbies, preferences, and interests of the users were miserable, for example, SNAPChat (SNAP), Facebook, Twitter, YouTube 4.In combination with the company, it seems that the sales decline in the second half of this year has reached $ 9.85 billion (approximately 1.228 billion yen) !!??

This is a number that Financial Times reports based on the estimation of the technology research company Lotame.It seems that the sales of the four companies in the third and fourth quarters of this year will be 12%average minus.

In particular, SNAP is developing a business model for smartphone requests.And Facebook rely on targeting ads nearly 98 % of sales (Statista research).

Facebook decreased by nearly 1 trillion yen in six months?

This alone has a unimaginable impact, but some experts still say that it is lukewarm, and the magazine's ad tech consultant Eric Seufert and others said, "Facebook alone, 8.3 billion yen in the second half of this year (about 946 billion yen).) Sales are scattered. "1 trillion yen in six months.Hey ...

If the approach to the choice of users becomes the standard, the advertiser will have to change the business model accordingly, and SNS seems to be more and more painful.SEUFERT tells Financial Times:

"With the appearance of ATT, some platforms (especially Facebook) are being forced into the hardships that must be recreated from the base."

"My personal impression is that it takes at least one year to develop a new infrastructure. Because new tools and frameworks can be developed from Ichi, tests can be done for the large number of people."

Apple is an advertisement of more than 2 trillion yen in 3 months

Apple, on the other hand, has reached $ 18.3 billion (over 2 trillion yen), exceeding $ 700 million (less than 80 billion yen) for analysts in the third quarter of this year.2 trillion yen in 3 months.What a wad of aerial warfare ...

Some apps do not stop tracking even if you choose "not permission"

Well, iOS 14.After 5 or later, only advertisements (IDFA), which can be identified by selecting "not allowed" and stopping, do not stop fingers or tracker companies.

In fact, when Washington Post looked up with privacy protection software developers, some apps seemed to decrease about 13 % without tracking.When I reported to Apple, "I can't stop tracking!"

Just blocking IDFA is monopolized and unpopular from other companies, so if you do any more, it may be just barely a piercing.I can imagine ...

Only 4 % of the weird people choose "permit"

What is worrisome is the ratio of "permission" and "not permission", but so far there are overwhelmingly many people who choose "not permission", and the number immediately after this function has been lifted in the OS Apde.In week, only 4 % of iPhone users in the United States chose to "allow tracking".

Are the advertisers away from SNS?

If the user's data cannot be obtained, it is said that "the male pants must be displayed in both men and women, and that alone will reduce the advertising effect by half."You need twice or three times, and the cost is high.So it seems that some companies that raise advertising expenses from SNAP, Facebook, Twitter, and YouTube.

In other words, the budget scale of the entire advertising cost has not changed so much compared to the previous year, but the share of each SNS company has dropped dramatically.This situation is organized in Financial Times in Charles Manning CEO of mobile advertising company Kochava.

"The cost of advertisements is not reduced. It just moved."

The settlement report is rather a needle

In the third quarter of October, Facebook's Sheryl Sandberg Coo mentioned the impact of Apple's policy revision and reported details.

"It was in the second quarter that the influence began to appear, but it was in late June that it spread to the consumer side. In the fourth quarter, it reached critical masquerade."

"As a result, we faced two issues. The first is that the accuracy of advertising targeting has increased, and the cost of advertisers to obtain the same advertising effect has increased. The second is difficult to measure the results of the advertising. Was it"

Well, even so, Facebook (Meta) also has various platforms, and it seems to be quite a lot of management, but it is SNAP that is difficult without such cushions.The Apple shock resonated with Moro in sales, and the stock price dropped by 25%on the day of the quarterly financial statements.Jeremi Gorman, the leading business manager, has published a statement to CNN that "it is more than expected to have such an impact."

In addition, the problem of the global supply chain is also the reason why sales are less than expected, but in this case, all tech companies are in trouble.The year -end business is likely to be a needle ...