Android benefits as Apple introduces privacy-enhancing features



Starting with iOS 14.5, Apple has beefed up its privacy features by allowing companies to track users for advertising by allowing users to do so. As more users choose not to allow ad tracking, ad companies report spending less on mobile ads for iOS and more on mobile ads for Android. I'm here.

After Apple Tightens Tracking Rules, Advertisers Shift Spending Toward Android Devices - WSJ

`` iOS 14.5 '' released by Apple on April 26, 2021 introduced a framework `` App Tracking Transparency '' to improve privacy. As a result, users using the app on iOS devices are supposed to be asked 'Do you allow behavior tracking for advertising' before using the app. It was reported that 12% of users who answered 'allow' in response to this question were 12% as of May 6, and 4% were limited to the United States, and it is believed that most users refuse to be tracked.

Clearly most iPhone users refuse user tracking by apps from ATT enabled in iOS 14.5 - GIGAZINE

After that, as the number of people who updated to iOS 14.5 increased, the number of users who said 'Allow' also increased, but the majority of people still refused to be tracked. If tracking is refused, it is believed that the effectiveness of targeted advertising will decrease because companies will not be able to understand the user's interests and concerns.

For this reason, the Wall Street Journal reports that companies' spending on mobile advertising is shifting from iOS users to Android users. For example, ad measurement firm Tenjin saw its spending on iOS mobile ads drop by a third between June 1 and July 1, while spending on Android increased 10% over the same period. said he did.

Digital advertising agency Tinuiti also sees a similar trend, reporting that mobile ad prices for Android are rising due to a lack of trackable iOS users. According to Andy Taylor, research director at Tinuiti, ad prices on Android are 30% higher than those on iOS. In addition, many Facebook users are Android users, and clients are also spending more on Facebook advertising, suggesting that spending on mobile advertising for Android may increase in the future.

by Saad Irfan

According to Statcounter, a web traffic analysis site, Android accounts for about 72.8% of smartphones around the world, and iOS accounts for 26.4%.

Facebook, an advertising company , has squarely opposed Apple's implementation of ATT. Since Apple changed its specifications, Facebook has made significant changes to its audience network, which has relied on advertising identifiers, and announced the ability to place contextually targeted ads in emails to advertisers.

Ad tracking will be restricted on Android from version 12 onwards.

Google acknowledges that ``we will gradually implement a function that can refuse to track advertisements from Android 12''-GIGAZINE

in Mobile,   Software, Posted by darkhorse_log