Privacy changes associated with Apple's App Track Transparency will allegedly cost Meta's Facebook a projected $10 billion in revenue this year, CNBC reports. Meta Chief Financial Officer David Wehner characterized ATT's impact as "a headwind on our business," noting the cost was an estimate at this point. Facebook Chief Operating Officer Sheryl Sandberg added that ATT will negatively impact small businesses that depend on digital advertising for growth. Editor's note: The IAPP's Joe Duball explored the potential effects Apple's ATT would have on the advertising technology space.