It has been a dismaying shift for advertisers, which have for years tracked people online in order to determine how many sales their clients were making. That means that a broad swath of iPhone users are evading the personal tracking preferred by advertisers.
Only 24 percent of iPhone users around the world have consented to being tracked by advertisers, according to data published in December by the analytics company Flurry. And the tech industry received a clear notice that a long-planned shift in how people’s information may be used online was having a dramatic impact on Madison Avenue and internet companies that have spent years building businesses around selling ads. Meta’s warning and its cratering stock price were reminders that even among tech giants, Apple holds extraordinary sway because of its control of the iPhone. Zuckerberg said Wednesday that Apple’s changes and new privacy regulations in Europe represented “a clear trend where less data is available to deliver personalized ads.” The news, along with increased spending as Meta tries to focus on the new idea of a metaverse, dropped Meta’s stock price more than 26 percent on Thursday morning. Zuckerberg’s company $10 billion in lost sales this year. Meta said that privacy features introduced by Apple last year could cost Mr. That lesson was clear on Wednesday in an earnings report from Meta, the company that Mark Zuckerberg founded as Facebook. Apple’s vision of a more private web is not necessarily a more profitable one for internet companies that depend on advertising revenue.
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