Apple describes the App Tracking Transparency feature on its websites saying it “lets you control which apps are allowed to track your activity across other companies’ apps and websites for ads or sharing with data brokers.”
Due to the new features, iPhone users now have to opt-in to allow apps to track their data for targeted apps. App tracking is turned off by default on iOS 14.5 and early reports suggest that 96% of iOS users aren’t allowing apps to track their data. Other reports suggest that 75% of iPhone users aren’t opting into app tracking.
Advertisers Moving Their Attention to Android © Apple
If you’re an Android user, Apple’s new data tracking feature will directly affect you as advertisers are now turning their attention to you. Advertisers have long favoured iOS advertising, however now, they are turning their sights on Android.
“Digital advertisers say they have lost much of the granular data that made mobile ads on iOS devices effective and justified their prices. In recent months, ad-buyers have deployed their iOS ad spending in much less targeted ways than were previously possible, marketers and ad-tech companies say,” The Wall Street Journal reports.
Apple’s new privacy policy has directly resulted in a 33% drop in advertising spend for iOS devices. One of the ad agencies i.e. Tinuiti Inc. has seen ad spend on Android jump by 50% since May.
Facebook and App Transparency © timothy-hales-bennett-unsplash
Facebook has been a top critic of Apple’s App Tracking feature and said that Apple's goal was to “force businesses to turn to subscriptions and other in-app payments for revenue, meaning Apple will profit and many free services will have to start charging or exit the market.”
Facebook also said that Apple’s new App Transparency feature directly hurts small businesses that are struggling to survive in a post-coronavirus pandemic world. The new App Transparency Feature directly hurts Facebook and its business model since the social media giant depends on app data for serving ads on its platforms.
Source: Wall Street Journal.
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