Apple’s App Tracking Transparency privacy feature had ‘modest impact’ on YouTube, Twitter revenue

Alphabet Chief Financial Officer Ruth Porat said in a conference call with analysts on Wednesday that Apple Inc.’s ad-tracking changes have had a “modest impact on YouTube’s revenues.” Twitter echoed that description.

Alphabet Inc. subsidiary YouTube's logo
Alphabet Inc. subsidiary YouTube’s logo

Mark Bergen for Bloomberg:

Chief Business Officer Philipp Schindler continued to say that Apple’s move, banning default ad-tracking on iPhones, is part of a broader privacy push, suggesting Google’s ads business is able to handle them.


Twitter Inc on Tuesday reported its quarterly revenue grew 37% and avoided the brunt of Apple Inc privacy changes on advertising that hobbled its rivals, sending its shares up 3%.

The company said it saw a “modest” impact to ad revenue due to privacy changes Apple rolled out, which prevent advertisers from tracking users on their devices without their consent.

Investors had expected Twitter would be relatively shielded from being hurt by the changes, because most of its advertisers do not rely on highly targeted ads.

Twitter’s tech peers Snap and Facebook said the Apple changes hurt their ability to target and measure digital ads, citing the updates as the reason why the companies fell short of revenue expectations.

MacDailyNews Take: Unlike YouTube and Twitter, those who that rely more on targeted ads to generate revenue are the ones most negatively affected by Apple’s App Tracking Transparency privacy framework.

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  1. They haven’t put a figure to it as far as I know. ‘Modest’ could cover quite a wide range.

    However if Apple’s changes only had a modest impact, they have nothing to complain about.

  2. Twitter and YouTube can run their business and Apple can run theirs. Customers can pick and choose the combinations of products, services, terms and prices that best meet their needs. Everyone wins. Free market!

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