Facebook's Billion Dollar Headache: The Unintended Consequences of Apple's App Tracking Transparency Apple CEO Tim Cook delivered a stern message to iPhone users worldwide in 2020, emphasizing that social media platforms like Facebook must explicitly ask for permission before tracking activity across third party apps and websites.
This decision was part of Apple's move to give consumers more control over their online presence. The introduction of App Tracking Transparency (ATT) in iOS 14.
5 fundamentally altered the game, requiring digital advertisers to obtain explicit consent from users before accessing their data.