- Nov 10, 2017
Mobile advertisers are beginning to spend significantly more money targeting Android users thanks to Apple's implementation of a framework on iOS, severely impacting the amount of data companies can collect about users on iPhone and iPad.
As reported by The Wall Street Journal, following the April roll-out of ATT, or the App Tracking Transparency framework, which requires that all apps on iPhone and iPad ask for users consent before tracking their activity across other apps, advertisers have begun to lower their spending on Apple's platform.
According to early data from the ad-measurement firm Branch Metrics Inc, seen by The Journal, less than 33% of iOS users have permitted apps to track them across other apps. The remaining 67% of iOS users opted not to permit apps to track their activity. As a result, the amount of advertiser spending on Apple's mobile platform has fallen by about one-third between June 1 and July 1, while spending on Android rose over 10% for the same month, according to ad-measurement firm Tenjin Inc.
Apple's App Tracking Transparency Framework Causing Advertisers to Spend More Money Targeting Android Users
Mobile advertisers are beginning to spend significantly more money targeting Android users thanks to Apple's implementation of a framework on...