Daniel McCarthy

In this discussion, Daniel McCarthy, an Associate Professor of Marketing at the University of Maryland, shares insights from his recent research on the impact of Apple’s App Tracking Transparency (ATT). He highlights how ATT has disproportionately affected small businesses, leading to significant declines in advertising effectiveness and revenue. The conversation dives into the challenges of adapting marketing strategies in the wake of privacy regulations and clarifies common misconceptions about ATT’s true effects on e-commerce performance.