Apple ATT Will Cost Meta $12.8 Billion in Revenue in 2022: Lotame Study

Apple’s App Tracking Transparency (ATT) rule, which requires users to opt-in before an app can track them, will reduce Meta (Facebook’s parent) revenues by $12.8 billion in 2022, according to this Lotame estimate. The figure is higher than Lotame originally estimated, and assumes a 65% opt-out rate. In fact, according to this Adjust study, the opt-out rate is actually closer to 75% and even higher for social media companies like Meta.