In the Apple iOS 14.5 update, there is a major feature App tracking transparency. This feature requires App developers to provide a summary of privacy practices and explain to users where the collected data will go. At the same time Before an app can track user data, it must first obtain the user’s permission.
According to the Wall Street Journal citing early data from advertising measurement company Branch Metrics Inc, less than 33% of iOS users allow apps to track. Therefore, data from advertising measurement company Tenjin Inc shows that between June 1 and July 1, advertiser spending on Apple’s iOS platform fell by about one-third, while spending on Android increased by 10% in the same month.
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Digital advertisers say that one of the reasons they spend less on Apple’s iOS platform is the lack of granular data to make mobile advertising on iOS devices effective and justify their price. Without proper user tracking data, advertisers will have much less data on user interests, preferences, etc. Advertisers use these data to draw user portraits to help them better target advertising.
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