Marco Island, FL -- IAB CEO David Cohen went on a major offensive against Apple's privacy moves calling them the "poison apple" and "the enemy within" during his opening keynote of the IAB Annual Leadership Meeting. Since the release of its App Tracking Transparency (ATT) initiative in 2021, which requires apps to request permission to track consumers for behavioral and ad targeting, conversion rates across the major digital advertising players such as Google, Snap and Meta -- in addition to second and third tier sites -- have fallen dramatically since its implementation, increasing conversion costs. According to a 2022 report in the Financial Times, the ATT initiative has resulted in a loss of $9.85B in revenue to Snap, Facebook, Twitter and YouTube since its release.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.