Last year, introduced its App Tracking Transparency (ATT) feature. This allows an iPhone user to opt-in if he or she wants to continue to be tracked by third-party apps for the purpose of receiving on-line ads. Those who don't opt-in will no longer be tracked. While this would seem to be good for iPhone users, Facebook immediately decried it as being bad for small businesses and bad for Facebook. The company at first said that it could lose as much as 50% of its ad revenue in 2021; Facebook's ad revenue was over $80 billion in 2020.
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