Apple is unlikely to have seen a significant financial benefit from App Tracking Transparency since the privacy feature launched last year, according to Kinshuk Jerath, Professor of Business in the Marketing Division at Columbia Business School.
In an Apple-commissioned report, Jerath said claims that billions of advertising dollars moved from companies like Meta to Apple due to the introduction of App Tracking Transparency are “speculative” and “lack supporting evidence.”
Jerath provided thr