An Oxford study looking into the impact of iOS App Tracking Transparency and Privacy Labels has identified that while Apple's privacy measures have affected some smaller data brokers, many apps use device fingerprinting to collect group-oriented data and identify users. "While Apple’s changes make tracking individual users more difficult, they motivate a counter-movement, and reinforce existing market power of gatekeeper companies with access to large troves of first-party data," they state in their paper.
Meanwhile, separate new analysis predicts that Apple's App Tracking Transparency framework will still see advertisers, including Facebook and YouTube, losing around $16 billion in its second year.
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