This change goes after attribution. App creators won’t be able to measure the performance of their marketing to see how many installs it is driving.
This affects all startups in the consumer fintech space. Robinhood,Chime, Acorns etc have relied on digital marketing to acquire customers for a fraction of the price of traditional marketing. Average cost to acquire a financial with traditional marketing is over $1000. The cost to acquire an app install based customer is $30 to $50.
They will still be able to do online advertising. It will be less precise and likely more expensive.
What you are asking is that pretty much everyone sacrifice their privacy so some businesses can shave a few dollars off customer acquisition costs. I don't accept that that is an ethical or just trade-off.
Advertising costs aren't resetting to pre-internet days, this is one channel. Search based advertising is still there, likewise, if you can advertise on a financial podcast or a dozen other ways.
What I am asking for us competitiveness in the market. Apple App Store ads allow attribution tracking and pass all that data to app developer. Apple is tracking is just as pervasive as FB, click the ad button on any ad in the App Store to see what they are tracking.
This affects all startups in the consumer fintech space. Robinhood,Chime, Acorns etc have relied on digital marketing to acquire customers for a fraction of the price of traditional marketing. Average cost to acquire a financial with traditional marketing is over $1000. The cost to acquire an app install based customer is $30 to $50.