×

Two thirds of iPhone users may block ad tracking, report says

68% reliable
4 mins
140.97K views
App Transparency
  • It is expected that about 68% of iPhone users will choose to block ad tracking, according to AppsFlyer.
  • The cost per mille of in-app ads is expected to drop by as much as 50%, according to Loch Rose from the marketing company Epsilon.
  • Up to 58% of advertisers are planning on moving their business away from the Apple ecosystem and concentrating more on Android devices and smart TV’s as a result of this news.

We have reported extensively about Apple’s upcoming App Tracking Transparency feature. Due to this new feature being introduced in iOS 14.5, it is expected that about 68% of iPhone users will choose to block ad tracking, directly impacting advertisers. These numbers were studied by AppsFlyer, a mobile marketing and attribution company. They took the information from 300 apps across 2,000 different devices.

As we previously stated, Apple has made it clear that apps will now require explicit permission before accessing an ‌iPhone‌'s advertising identifier (or IDFA), starting with iOS 14.5 and above. Your IDFA is used to track your usage across apps and websites for ad targeting purposes. Nobody really knows for sure what will happen once Apple's tracking prompts become widespread, but the cost per mille of in-app ads — which is the cost an advertiser pays for one thousand views or impressions — is expected to drop by as much as 50 percent, according to Loch Rose from the marketing company Epsilon. To make matters worse, recent analysis shows that the median of users opting in to ad tracking is just 32%. Of course, advertising companies and the industry as a whole are concerned about this news. Their main concern seems to be the decline of IDFA’s, a unique identifier given to every device by Apple. This will make targeted advertising almost impossible on Apple’s devices. Therefore, app developers and publishers are expecting revenues to be hit in the short term.

The move sparked a protest from Facebook, one of the companies that makes most of its money from online ads. The ability to track users is essential for serving personalized ads and monitoring the performance of those campaigns. Facebook has claimed that Apple’s new privacy features will hurt the free web and small businesses, launching its own ad campaign asking users to continue to allow it to track them once iOS 14.5 rolls out. — BGR

It is expected that 58% of advertisers are planning on moving their business away from the Apple ecosystem and concentrating more on Android devices and smart TV’s as a result of this news.

Recommended by the editors:

Thank you for visiting Apple Scoop! As a dedicated independent news organization, we strive to deliver the latest updates and in-depth journalism on everything Apple. Have insights or thoughts to share? Drop a comment below—our team actively engages with and responds to our community. Return to the home page.
More stories

Apple's Foldable iPhone: Rumors, Release Date, Pricing, and More

57% reliable11 mins

Apple's M5 Chipset: Release Date, Rumors, Features, and More

62% reliable9 mins

Apple’s M4 MacBook Pro, iMac, and Mac Mini: Price, Release Date, and Key Features

100% reliable12 mins

Apple Ditches Broadcom: iPhone 17 Set to Feature In-House Wi-Fi Chip

67% reliable9 mins

25+ Fascinating Facts About ChatGPT

100% reliable18 mins

Apple M4 vs. M4 Pro vs. M4 Max: Everything You Need to Know

100% reliable11 mins

100+ Free 4K Wallpapers for Apple M3 and M4 MacBook Pro – Download Now

100% reliable69 mins

M4 MacBook Pro: 10 New Features You Should Know

100% reliable10 mins

M4 MacBook Pro: Everything You Need to Know

100% reliable13 mins

Watch: Apple Reveals New M4 MacBook Pro Keynote

100% reliable9 mins

Apple M4 MacBook Pro: Release Date, Pre-Order Date, Specs, Colors, Features, and Pricing

100% reliable11 mins

15 Fascinating Facts About the Apple App Store

100% reliable14 mins


More stories
Looking for the perfect wallpaper?
Explore thousands of free, high-quality wallpapers from Apple Scoop, specially crafted for your Apple devices.

Gradient

Apple

4K

HD

Landscape

Beach

Marble

Space

City

Pattern

Sunset

Ocean

Moon

Architecture

Quote




More wallpapers