Only 11% of the community give up their data for personalized ads through App Tracking Transparency. The trend could change since according to AppsFlyer only 8% have upgraded their devices to iOS 14.5.
The arrival of Apple’s iOS 14.5 operating system at the end of April brought with it the activation of the App Tracking Transparency function, with which the company gives users the choice of whether or not they want apps to collect information or track them in order, for example, to offer them personalized ads. This service was presented by Apple with a direct appeal to its customers, to whom it warned in a video: “You have become the product”.
The figure drops to 4% acceptance in key markets for Apple such as the United States
The data collected in the first few weeks that App Tracking Transparency has been in operation show that the community has mostly refused to allow apps to track them or use their data to provide it to third parties. Thus, according to data from Flurry Analytics, collected by WARC, only 11% of users of mobile devices with the iOS 14.5 operating system have allowed apps to track them and the figure drops to 4% in the United States, where Apple has one of its most important market shares.
But this is only the beginning of App Tracking Transparency, a function against which large advertisers such as Facebook as well as associations from different European countries have positioned themselves, accusing the company of monopolistic practices and of damaging the economy of small and medium-sized companies which, according to the complainants, are the ones that will suffer most from a service that still has a large margin for growth ahead.
According to AppsFlyer data, released by WARC, only 8% of users have updated their mobile devices with the iOS 14.5 operating system, which comes with App Tracking Transparency, so we will have to keep an eye on whether the trend towards blocking tracking is confirmed as downloads progress. According to AppsFlyer, mass adoption will occur by the end of May.
Although Apple raises the issue with its users, it is normal that most of them will refuse to be subjected to tracking by certain applications. This will mean a change in the rules of the game in, for example, advertising micro-targeting, which will require extra work that until now has been done using all the information collected by third parties for advertisers. A digital advertising market, based on personalization, which, as WARC recalls, represents a volume of 200 billion dollars.