Apple's "new privacy policy" has been around for more than a year, and it's not just giants such as Meta that get hurt.

Sina Science and Technology News Beijing time on August 10 morning news, it is reported that affected by Apple's "new privacy policy" App Tracking Transparency (ATT), Facebook and other large companies have suffered a lot of losses, while small businesses are also difficult to escape.

Apple introduced ATT,App in iOS 14.5, or advertisers need to obtain user permission if they want to track users again. Since then, Apple has been adjusting its privacy features to give users more control over their data.

Many small businesses rely on online advertising to attract new customers. At first, they didn't realize the impact of Apple's privacy feature until recent months.

Varos analyzed 1300 small businesses and found that the cost of acquiring new customers through online advertising this year was much higher than last year, but revenue fell in the second quarter of 2022 and 13% in June.

Nadia Martinez, founder of California-based handmade shoes company Kallie, said: "my feelings about the impact of Apple's adjustment in 2021 are not nearly as strong as in 2022. This year is too cruel. Advertising is more expensive, we get less data, and the results are not as good as before."

Google search and Amazon Advertising do not rely on third-party tracking systems, and their advertising businesses performed well in the second quarter, even Apple's own Search Ads business.

"users' data belongs to users, and they have the right to decide whether to share it or not and with whom," Apple told the media. "