Wired
A study found that 68% of iPhone users chose “request not to track” for permission to display personalized ads by the app.
Message asking “Do you want to allow tracking?”
When you open the app, “Do you want to allow (app name) to track your activity across other companies’ apps and websites? Used solely for ad personalization purposes and will display more ads. Many of you may have seen the message, “There is no such thing.”
This message is due to an “App Tracking Transparency” that an app that uses IDFA (Identifier for Advertisers), which enables targeted advertisement display with anonymized user data, asks the user for permission. ..
In iOS 14.5, which will be officially released this spring, permission will be required, and non-compliant apps will be rejected by the App Store review.
32% allowed apps to track
When mobile marketing firm AppsFlyer analyzed 300 apps running on 2,000 devices, the median percentage of users allowed apps to track was 32%.
According to AppsFlyer, the permission rate for apps that users are familiar with is high at around 40%, while that for dating apps is only around 20%, and that for apps with the lowest permission rate is less than 1%.
58% of advertisers intend to leave Apple
According to the advertising company Trade Desk, 10% of the 12 million ad slots per second are tied to IDFA.
Advertising industry insiders are worried that more users will not be allowed to use IDFA, making targeted advertising on Apple devices impossible.
As more users disallow IDFA, IDFA data will run short and app advertisers and publishers are expected to lose revenue in the short term.
About 58% of advertisers are considering leaving Apple’s ecosystem and shifting to Android and smart TVs in the future.
Source: AdWeek via MacRumors
(hato)
Source: iPhone Mania