Could App Tracking Transparency be a smokescreen to hide Apple’s advertising ambitions?
Analyst says that YouTube and Amazon Connected Television could benefit from Apple’s ATT feature
An Apple-developed search engine could be a huge source of advertising dollars for Apple as it is for Google. The analyst adds, “(Apple) can use data privacy as cover while it invests in a search algorithm behind the scenes.” Despite what could end up producing more competition from Apple, the analyst started coverage of Facebook, Amazon, and Google parent Alphabet with outperform ratings.
Have you ever looked up a product online and all of a sudden noticed that you were receiving ads on your phone for that product or store? That is because of the trackers found on apps and websites, many using multiple trackers to record what your interests are. Once a company like Facebook knows that you’re interested in buying a new pair of glasses, you will continue to see ads on your phone and computer for glasses.
If Apple decides to sell ads, could it ever recover from the criticism it will receive from the public and the media?
Reuters notes that Evercore ISI, an investment banking advisory firm, also believes that Apple is gearing up to enter the advertising business. Back in August, the firm said that by “hampering third-party advertising,” Apple got off to a great start in the advertising business. Even though it made that comment, Evercore ISI still believes that the point of App Tracking Transparency is to protect iPhone users’ privacy rather than help Apple make money.
The big question is, if Apple does decide to go ahead and make the customer the product, how will Apple be able to rebound from the hit it no doubt would take from the public and the media?