[ppa-experiment] Unclear how a loss in attribution is financial loss

[nicoduesing]

Meta famously reported USD10 billion of losses as a result of Apple’s Ad Tracking Transparency feature, which resulted in them being unable to perform attribution for a sizable portion of iPhone users.

Well, Meta can claim whatever they want, but it doesn't explain anything. The article also doesn't explain how they calculated the total losses. So Meta distributes advertisements, right? Like an advertisement on a TV channel, on displays in subway stations, on the walls of houses, in stadiums, etc. Meta does the same for the internet. So someone places an ad on a page through Meta. Now Apple blocks the tracking. But the ad is still served, right? So how do they lose money?

• They placed the ad and are still getting paid for it, aren't they?
• Or has Apple blocked the whole ad? Then the new PPA model wouldn't work either.
• Or didn't they count the ad placement because of a lack of tracking and therefore didn't get paid for it? In that case, that's Facebook's problem. Then they should count every placement when it's loaded or something.
• Or is it really related to the attribution calculation? Does Meta sell attribution data for the ads separately from the ad placement? There is also no solid attribution data for ads in TV channels, billboards, stadiums, etc. So why not block all tracking? (Apple has shown it is possible.) Then tracking isn't an option and Meta can do the same attribution research as others do for TV ads, billboards, etc. and charge the same amount of money for it. So Meta doesn't lose anything, but there is no tracking at all. No need for PPA, just block all tracking.

But even if Meta actually did lose money, tracking users was a very shitty business model in the first place. I don't even care if Meta gets bankrupt. I don't work there nor am I invested in it and I think those who are, should be ashamed for themselves. Why should we try to save their shitty business model with an alternative technology? Some business models aren't worth being saved.

[Blackwidow-sudo]

Why should we try to save their shitty business model with an alternative technology? Some business models aren't worth being saved.

Sure but if no one comes up with a better solution, then nothing will happen. These companies exist, if we like it or not. If there is no incentive for them, then they wont stop with the tracking.

But yes, im also questioning how these "losses" are calculated.