The damage has not been evenly divided, however. As other recent quarterly earnings reports have indicated, Snap took the heaviest blow of the group and lost 25% of its overall value due to the change. Facebook (now Meta, though the Facebook service and ad network retains its original name) also took a heavier blow than most, which led to a substantial reduction in expected quarterly earnings. Twitter took less of a hit due to its advertising structure not relying on personalized characteristics as much, and YouTube was insulated due to Google’s own advertising program across the web and the Android ecosystem.
Some analysts believe that, as bad as the damage is, these studies are presenting an extremely conservative view of the situation. Speaking to the Financial Times, Eric Seufert of Adtech estimated Facebook’s losses alone for the period at close to $8.3 billion and projected that the situation will only get worse for the social media giants over the coming year.
Apple’s own targeted advertising business, which is limited to its News app and the App Store at present, saw a modest increase of $700 million during this time. Amazon’s quarterly earnings report also indicates that a good deal of the business that pulled out of the Apple ecosystem went there instead, as it did better than expected over the period.
In the meantime, many advertisers are simply dodging and ducking Apple’s new requirements — Facebook among them. The company has recently been found to employ a number of creative tactics to track the locations of users of its mobile app, even if they have disabled location tracking; it makes use of information in picture and video metadata, and even uses accelerometer data to compare the vibration patterns of more locked-down users to those nearby that are sharing their location freely.