Numbers by the data analytics firm Flurry show that just 12% of iPhone users wordlwide actively opt into app tracking. In the U.S. the numbers are even lower, with just 4% opting in.
Until iOS 14.5, apps were able to use Apple’s Identifier for Advertiser (IDFA) for tracking users across webapges and apps. This helped the $189 billion mobile advertising industry to sell targeted ads and is the core businesses of companies like Facebook.
This has changed with the launch of iOS 14.5. Mobile apps have to ask users if they want to be tracked. Not surprisingly, being tracked is nothing users like the and only a small minority chooses to opt into app tracking.
Facebook’s reaction to the introduction of ATT was to try to convince users to enable tracking in oder to help keep Facebook and Instagram “free of charge”. It seems that the impact of ATT is strong and it’s time for advertisers to look for alternative approaches and alternative platforms.
Photo by Alexander Shatov on Unsplash