Evaluating the Impact of Privacy Regulation on E-Commerce Firms: Evidence from Apple’s App Tracking Transparency
Apple's ATT cut Meta ad click-through by 37% and hit revenue of Meta-dependent e-commerce firms by 8-40%, mostly smaller ones.
Summary
Novel data on advertiser spending and revenue quantifies the effects of privacy regulation.
Editor's opinion
Apple's ATT cut Meta ad click-through by 37% and hit revenue of Meta-dependent e-commerce firms by 8-40%, mostly smaller ones.
Key concepts
App Tracking Transparency · privacy · advertising · e-commerce