![]() ![]() The percentage of users who allowed social apps to track them was lower than the average opt-in rate at 25%.Īpp Flyer notes that there are preliminary findings with some caveats, however, these findings are good news for digital marketers and advertisers who have been preparing for the worst. While no one knows what percentage of Apple users will opt-out of app-tracking, we are planning for a substantial percentage to take that route given the privacy landscape as a whole and the directness of Apple’s prompt.ĭata released earlier this month by Apps Flyer showed that 39% of people exposed to the IDFA prompt across 550 apps opted in for tracking. The Potential Impact of Apple’s IDFA Update in iOS 14.5 We also recommend watching our recent privacy webinar, co-hosted with Google’s chief measurement strategist Neil Hoyne, available on-demand. To better understand the full landscape, check out our March blog post: Understanding the Impact of Privacy on Digital Marketing. It’s important for advertisers to understand that Apple’s ATT framework is only one aspect of the current privacy landscape, which includes privacy-first solutions from other ad networks as well as government laws and regulations. For information about exactly what advertisers need to do to prepare for iOS 14.5, particularly on Facebook, refer to our earlier blog post: The iOS14 Update: What You Need to Know. Many advertisers have been preparing for the past few months. Apple announced last June that they planned to ask users permission in order to track and share their IDFA (Identifier for Advertisers), or the unique device ID assigned to a user in place of personal information. There are known variables such as the information currently released by Apple and the social network apps, and unknown variables, such as user adoption, app update timelines, upcoming privacy-first solutions to measurement and attribution, and consumer response.įirst, the update itself should not come as a surprise. The impact of ATT won’t be immediately understood and cannot be fully predicted. This includes app tracking from notable social apps such as Facebook, Instagram, Pinterest, LinkedIn, and TikTok. Users will be opted-out of app tracking by default. ATT requires apps to obtain user permission to track them across apps and websites. In this blog, we will focus on the latter and what this means for advertisers.Īll iPhone apps will be required to adopt Apple’s AppTrackingTransparency (ATT) framework. IOS 14.5 is Apple’s latest software update available to both the iPhone and iPad and includes multiple new features alongside reinforced protection against app tracking. While this software update has been in beta since February, its widespread availability next week will usher in a new era of targeting, measurement, and attribution for advertisers utilizing app ad placements. On Tuesday, 4/20, Apple announced that iOS 14.5 will be available to all iPhone users the following Monday, 4/26. Looking Ahead: A Privacy-First Digital Landscape.Will the iOS 14.5 Update Impact Google Advertising as Well?.Facebook’s Current Measurement Solutions for iOS 14.5.The Potential Impact of Apple’s IDFA Update in iOS 14.5.Are You Prepared for the iOS14.5 Update Next Week?.Note: Adlucent co-hosted a webinar with Facebook, that you can watch on-demand, where we discussed privacy, advertiser solutions, and what brands can do now to effectively use Facebook’s suite of tools to drive purchase decisions. LinkedIn Facebook Twitter Preparing for Apple’s AppTrackingTransparency Framework across Facebook, Instagram, Pinterest, LinkedIn, TikTok, and Google.
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