Apple’s data protection measure “App Tracking Transparency” (ATT) strengthens user privacy, but causes significant revenue losses in e-commerce, especially for small and medium-sized enterprises (SMEs). The reason for this is the mandatory opt-in for users introduced by ATT. This is shown by a study co-authored by Maximilian Kaiser from the University of Hamburg Business School. It will be published in Management Science in the coming weeks and is already available ahead of print online.
Apple’s ATT leads to significant revenue losses for SMEs
