A strong lawsuit for diminishing the impact of Apple’s application tracking transparency feature

It’s no secret that Apple’s application tracking transparency feature, focused on giving users more control over their data, has had an impact on many companies. Now Snap has been hit by a lawsuit from an investor who said the company had downgraded so that transparency of application tracking would affect its revenue.

How it transmits Reuters, Snap was hit by a lawsuit this week. Filed in federal court in Los Angeles, the lawsuit comes three weeks after Snap reported lower-than-expected earnings, causing its shares to fall more than 25%.

Investor Kellie Black in the lawsuit says Snap and several executives have resold the company’s ability to adapt to Apple’s privacy updates, which appeared widely in June and prevented digital advertisers from following iPhone and iPad users without their consent.

A spokesman for the company from Santa Monica, California, refused to comment on the lawsuit on Friday.

When it announced its earnings for the fourth fiscal quarter last month, Snap betrayed expectations of revenue of $ 3 million. CEO Evan Spiegel explained at the time that this failure was caused by Apple’s privacy changes:

“Our advertising business has been disrupted by changes to iOS ad tracking that Apple largely introduced in June and July,” CEO Evan Spiegel said during interviews with analysts. “While we expected some degree of downtime, the new measurement solution offered by Apple did not increase as we expected, making it difficult for our advertising partners to measure and manage their iOS ad campaigns.”

Earlier this year, Spiegel actually represented Apple’s App Tracking Transparency system on several occasions.

Of course, Snap is not the only company affected by Apple’s privacy changes. It remains to be seen whether anything will emerge from this lawsuit.

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Naveen Kumar

Friendly communicator. Music maven. Explorer. Pop culture trailblazer. Social media practitioner.

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