Apple's App Tracking Transparency Framework Causing Advertisers to Spend More Money Targeting Android Users

CyberTech

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Nov 10, 2017
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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.

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CyberTech

Level 36
Verified
Nov 10, 2017
2,508
This is about ATT and Facebook

The majority of iPhone users are asking companies not to track them when faced with an App Tracking Transparency privacy prompt, according to new data.

According to mobile app analysis firm Branch, iPhone users are opting in to tracking just 25% of the time. That low number is causing advertisers to panic, Bloomberg reported Wednesday.

"It's been pretty devastating for I would say the majority of advertisers," mobile analyst Eric Seufert told the publication. "The big question is: Are we seeing just short-term volatility where we can expect a move back to the mean, or is this a new normal?"

Facebook advertisers, in particular, are seeing a major impact from Apple's App Tracking Transparency (ATT) feature, which requires app and companies to obtain consent from users before tracking them across the web.
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Apple's App Tracking Transparency feature is causing a 15% to 20% drop in revenue for iOS advertisers, according to a mobile marketing executive.

In an interview with GamesBeat, Consumer Acquisition's Brian Bowman says that Apple's change to Identifier for Advertisers (IDFA) tracking has had a devastating impact on iOS advertising revenue.

"Certain clients are down 30% to 40% percent in revenue. Others are feeling less of an impact. It's a mess," Bowman said.
In addition to seeing advertising revenue plummet, iOS advertisers have also started noticing an inflation in unattributed organic traffic. That means advertisers aren't as able to tailor ad placement to specific audiences.

Bowman noted that the full impact of ATT has yet to be felt. Advertisers will begin to feel the full effects of the feature about 30 days after iOS 14.6 adoption reaches 80%, Bowman said.
 
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