One Year On, Suppression Of Apple IDFAs Could Cost Facebook $17 Billion Based On Lotame Forecast

One Year On, Suppression Of Apple IDFAs Could Cost Facebook $17 Billion Based On Lotame Forecast

A full year after their original analysis, data management platform Lotame predicts a total loss of $21.3 billion to big tech companies, with Facebook taking the lion’s share.

The new analysis, which combines the original factors from last year’s news that Apple were to suppress the use of IDFAs (device identifiers used by advertisers) with the likely end of third-party cookies by Google in the coming months, shows major losses across the board for tech giants Facebook, YouTube, Snap and Twitter.

Facebook will once again take the brunt of the impact ($17.2B), with YouTube following behind at $3B. Snap and Twitter will take smaller hits at $732M and $433M respectively, though all four companies are looking at between 5 and 10% impact compared to their total revenue for 2022.

The original predictions from Lotame primarily bore true during 2021, with their estimated $11B loss for Facebook being all but confirmed by CFO David Wehner, who said “…we believe the impact of iOS overall as a headwind on our business in 2022 is on the order of $10 billion [USD], so it’s a pretty significant headwind for our business.”

Despite the impacts of these suppressions, all four companies saw impressive annual revenue growth in 2021, with Facebook and Twitter both surging by 37% and Snap by a massive 64%.




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