Actually, its not that big a surprise. I wanted to learn more about how was been negatively affected by Apple's privacy changes versus who might actually benefit (or, as is often the case with regulatory changes, who is least affected).
It turns out Amazon wins out - AGAIN. The reason is simple, it relies on its warehoused data. But even further, Amazon is utilizing (or aligning) two clients through its market place: willing buyers and eager sellers. And like a true exchange earns via facilitation.
Contrast this to Facebook or Snap, et al social media networks, where the "service" is free but the product is the monetization of client data. These company's, as has been amply covered in the media, are far more reliant on iOS for tracking, especially across apps.
Another potential winner by reduction, i.e., weaker competition from social media networks, is Google. Their platform has both targeted and more generalized ads AND obviously a rich dataset from its inhouse products which are often utilized by its users on PCs, i.e., not affected by iOS changes.
Finally, Apple is a winner. Reputation seems much more important than being seen as catering to the likes of Facebook. This is a great move by company who derives most of its revenue from its outstanding portfolio of B2C products.
https://www.reuters.com/technology/amazon-seen-triumphing-over-apple-privacy-changes-digital-ad-business-2021-10-27/
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