It’s a change that has caused a lot of talk. Last May, the iOS 14.5 update initiated the launch ofl’App Tracking Transparency. This functionality represents a major development in terms of personal data protection. Concretely, if an application collects and transmits information to third parties, it must inform the user. He can then decide to accept or refuse this monitoring.
Optimism at Snapchat
Eight months later, we are starting to see the effects of this measure on the results of large platforms whose business is mainly based on this advertising targeting. RegardingFacebook (Meta), a slowdown in advertising results was felt, even if Mark Zuckerberg's firm remains rather solid with more than $40 billion in profits last year.
On the side of Snap, the publisher of Snapchat, the situation is a little different. The company just reported its fiscal fourth quarter results this week and exceeded investors' expectations.
In detail, the social network obtained $1.3 billion in revenue for a profit of $22.6 million over the last three months. Even better, the average revenue per user was $4.06, above forecasts of $3.79. Here, we can therefore see that App Tracking Transparency has not impacted its results at all.
Optimistic, Derek Andersen, Snap's chief financial officer, explained that the company has "started to recover from the impact of the changes on iOS faster than we expected". The company nevertheless wants to be cautious and specifies that it will still take some time before fully adapting to this new mode of operation.
