Meta allegedly used techniques to identify Apple users who refused app-tracking consent to avoid large losses in advertising revenue. The company relied on cross-app tracking to sell personalized ads and target demographics. Apple's 2021 App Tracking Transparency required explicit user permission, and most users declined, prompting warnings of multibillion-dollar industry losses. Allegations include deterministic matching to link identifiable data across platforms and inflating the value of ad sales. A former product manager who raised concerns claims he was dismissed and has taken the claim to an employment tribunal.
A former Meta product manager has claimed that the social network circumvented Apple's privacy protections, as well as cheating advertisers, and fired him when he repeatedly raised the issue internally. Meta is said to have found ways to identify Apple users even after they refused consent for app tracking, in order to avoid an estimated $10 billion loss of revenue ...
Apple's App Tracking Transparency (ATT) was introduced in 2021 and meant that companies required user permission in order to carry out this tracking. Unsurprisingly, the vast majority of users declined. It was estimated at the time that this would cost social media companies many billions of dollars, and Meta's CFO warned investors that its own loss would be around $10B per year It was quickly alleged that Meta was using workarounds to continue to track users who had denied permission, alongside other privacy violations.
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