Jul 14, 2021 14:13:00

It turns out that Apple's privacy enhancement has reduced the revenue of developers and advertisers by 15 to 20%

Apple's controversial privacy-enhancing feature,

App Tracking Transparency (ATT) , has reportedly reduced revenue for advertisers and app developers who display ads for iOS by 15-20%. . Since ATT is not yet fully effective, it is believed that there will be more impacts in the future.

Brian Bowman: Apple's IDFA change has triggered 15% to 20% revenue drops for iOS developers | VentureBeat
https://venturebeat.com/2021/07/13/brian-bowman-apples-idfa-change-has-triggered-15-to-20-revenue-drops-for-ios-developers/

App Tracking Transparency causing 15% to 20% revenue drop for advertisers | AppleInsider
https://appleinsider.com/articles/21/07/13/app-tracking-transparency-causing-15-to-20-revenue-drop-for-advertisers

Starting with iOS 14.5 , Apple introduced a privacy enhancement called ATT. iOS devices use an advertising identifier called IDFA, but after the implementation of ATT, users' prior consent was required for advertisers to use IDFA for displaying advertisements. Not being able to use the IDFA means that it will be impossible to target and display ads to users who are highly interested in products, so many brands and app developers fear that the performance of their ads will be poor. , advertising companies, etc.

And in a VentureBeat article published on July 13, 2021, advertising agency Consumer Acquisition's Brian Bowman talked about the actual impact of ATT.

ATT is not ``completely effective'' at the time of article creation, and is in the process of transition. According to Bowman, advertisers and app developers reported a 15-20% drop in revenue during this transition period. Regarding the drop in revenue, Bowman said that while there are advertisers who say they can't see it at all, there are also advertisers who report a 30-40% drop. In addition, some advertisers have increased organic traffic for unknown reasons, suggesting that they are not able to 'display ads according to users'.

On the other hand, some iOS users have not yet updated and ATT is not effective, so 'Advertisers will start to feel the full impact of this feature until the update rate to iOS 14.6 is high. 30 days after reaching 80%,' Bowman said.

On iOS devices, it is possible to track advertisements using the device identification number 'IDFV' used by app developers. You can go ahead and build a garden, but small and medium sized developers can't afford to move to in-app purchases, and it will require a lot of money for that.'

As of July, about 20% of users allow tracking by IDFA, and many users refuse tracking.