Last year, technology giant Apple changed how iOS, its mobile operating system that powers the iPhone, handled users’ privacy preferences. It introduced a new privacy feature—App Tracking Transparency (ATT)—which makes it harder for app-makers and advertisers to track user behaviour. While this may have helped Apple take its “pro-privacy” stand further—much before ATT, Apple had LAT (Limit Ad Tracking) feature in 2016—social media platforms like Facebook, Twitter, TikTok, and others are losing revenue due to the stronger privacy wall that curtails their ability to collect data on users for personalised advertising.