Discussion

• @rodrigofm Rodrigo Fernandes on x

  “In July 2020, immediately following the announcement of ATT, I speculated that Apple's motivations (...) [bringing] revenue growth for its own ad network was probably a low priority. Now, I'm not so sure.” https://mobiledevmemo.com/...

• @rickdronkers Rick Dronkers on x

  From a business strategy perspective, I can only admire the cunningness and power of the way Apple has used Privacy as a way to launch and protect a new and potentially very lucrative business model. https://mobiledevmemo.com/...

• @carnage4life Dare Obasanjo on x

  Apple did what many at Microsoft fantasized about doing to Google but never did due to antitrust scrutiny. Many wondered why not make ad blocking a native feature of IE & kill Google's business. This would have also decimated the online economy. Thankfully saner heads prevailed h…

• @emrys_s Emrys Schoemaker on x

  Control over identity key to Apple taking over the behavioral advertising market: https://twitter.com/...

• @mrdylancollins Dylan Collins on x

  A thought-provoking post by @eric_seufert contextualising the impact of Apple's App Tracking Transparency (ATT) privacy framework: Apple robbed the mob's bank, part 3 https://mobiledevmemo.com/...

• @eric_seufert Eric Seufert on x

  19/ Against the backdrop of all of this, Apple's ads business has grown dramatically: in the 2nd entry in the Robbed the Mob series, I cite an analyst who estimates that Apple's Apple Search Ads revenue might grow to $20BN by 2025—up from $2BN in 2021. https://mobiledevmemo.com/.…

• @eric_seufert Eric Seufert on x

  17/ This is not a semantic quibble: I argue that the ATT prompt doesn't provide for real consumer choice because the benefits of ads personalization—clearly recognized by Apple through the wording of its own prompt!—aren't communicated. https://mobiledevmemo.com/...

• @eric_seufert Eric Seufert on x

  12/ This was not obvious at first but was clarified over time. It must have been a devastating realization for Facebook: app advertising was important, but eComm and retail were its largest categories, & ATT breaks ad measurement & targeting for those, too https://mobiledevmemo.c…

• @eric_seufert Eric Seufert on x

  9/ And regulators were closing in on Apple's platform policies related to payments and distribution: the company's critical services revenue was threatened by regulatory intervention, hastened by lawsuits from Spotify in the EU and Epic Games in the US. https://mobiledevmemo.com/…

• @eric_seufert Eric Seufert on x

  2/ Last year, I characterized ATT as a bank robbery: Apple used privacy as a competitive vector to steal advertising market share from Facebook. Facebook has no recourse: it is perceived as so disreputable and unsavory that no one is willing to defend it https://mobiledevmemo.com…

• @eric_seufert Eric Seufert on x

  8/ And meanwhile, Apple's iron grip on iOS payments had weakened: large consumer apps began monetizing off-platform, and Apple was forced to post hoc justify this with convoluted platform guidelines like the reader app rule and the cross-platform app rule. https://mobiledevmemo.c…

• @eric_seufert Eric Seufert on x

  22/ The end result of ATT is that Apple is granted exclusive access to consumer data for ads targeting, ad platforms like Meta and Snap—as well as countless small businesses—have seen revenues severely diminished, and the iPhone is perceived as the vanguard of consumer privacy.

• @alex_gurevich Alex Gurevich on x

  Must read thread on Apple's ad tech ambitions. @eric_seufert has been ahead on this issue for a long time. Their ad revenue is expected to jump 10x in 3 years!! Anyone who thinks iOS 14 was just about furthering privacy, has been brilliantly blinded by Apple's branding. https://t…

• @andrew_edward37 Andrew Edward on x

  A fantastic thread if you want a summary of what Apple did to digital advertising. I have been experiencing this as part of working with a digital team for more than a year and it is insane how it all unfolded.. https://twitter.com/...

• @intel_steve @intel_steve on x

  Masterful thread. @eric_seufert has been building this case for months and this tweet thread is a summary argument. By using privacy as a cudgel Apple stands to make billions and kneecap top competitors for the future. All while grinding up game developers and DTC brands. https:/…

• @ppckirk Kirk Williams on x

  Truly surprised Facebook hasn't led SMBs into a class action against Apple hinged on the wording of that 14.5 prompt. https://twitter.com/...