How has iOS 14.5 enhanced privacy and changed corporate advertising spending on iOS?
Apple has made privacy enhancements in iOS 14.5, which allows users to 'track user behavior for ads'. Although it was pointed out that the specification change will have a big impact on Facebook and other advertising companies, in fact, marketing company Singular has published how the advertising cost for iOS has changed.
iOS ad spend has been dropping since the release of iOS 14.5
Apple introduced a privacy feature called App Tracking Transparency (ATT) in iOS 14.5, allowing users to choose 'Apps use your ad identifier.' The app uses ad identifiers to understand user behavior and display ads based on their interests and interests. For this reason, the lack of access to advertising identifiers is considered to be a disadvantage for businesses.
According to Singular data, the introduction of ATT has continued to reduce corporate advertising spending on iOS.
Below is a graph showing the advertising costs for Android (blue) and iOS (red) among mobile advertisements. In the first week of February 2021, advertising spending on Android was 56.16% of the total, and advertising spending on iOS was 43.84%, almost half. However, with the passage of time, the difference in the graph widened, and in the week from June 14th to 20th, advertising expenses for Android were 70.29% and advertising expenses for iOS were 29.71%.
Based on the total advertising cost to iOS as of February 1, 2021, the total advertising cost to iOS as of June 14 has decreased to '0.6 (60%)'.
However, before iOS 14.5 was released, Singular explained that more advertising was paid to iOS than usual. As a result, the amount of decrease in advertising expenses for iOS seems to be large.
Also, according to Singular's research, 52% of iOS users have updated to iOS 14.5. There are also differences between countries, with 64.39% of all users in Germany and 63.77% of all users in Japan, but only 38.7% in South Africa.
As of May 21, 2021, iOS 14.5 usage worldwide was less than 20%. At this time, 19.4% of users allowed the app to track ads, but as iOS users increased to 52%, the percentage of ads allowed to track increased to 23.64%.
The rate at which ad tracking is allowed, or opt- in, also varies from country to country. In the United States, where privacy enhancement is widely advertised, the opt-in ratio is 16.83%, but in Brazil, which is not well advertised, almost 40% are opt-in.
in Mobile, Posted by darkhorse_log