App Tracking Transparency (iOS 14.5, April 2021) required apps to ask permission before tracking users across other apps/websites. Facebook ran attack ads claiming it would “hurt small businesses,” really meaning Facebook’s ad targeting. 96% of users opted out, costing Meta billions and forcing ad industry adaptation. Landmark privacy win showing consumers value privacy when given choice.
Sources: iOS ATT Opt-Out Rates, Meta Revenue Impact Reports
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