iPhone: Advertisers are fleeing en masse on Android since the iOS 14.5 anti-tracking update The arrival of the iOS 14.5 update is scaring advertisers from the ecosystem to Android. A study shows that only 36.5% of iPhone users choose to keep ad tracking, now that they have the choice. However, this shift is not yet really one: the Post-DFA Alliance interest group estimates that spending will gradually start to rise in the Apple ecosystem as advertising networks find their bearings against and against the news. anti-tracking policy.
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Apple launched a slew of features with iOS 14.5, one of which got a lot of attention – not users, who overwhelmingly find the feature welcome, but advertisers who fear their business model. Since iOS 14.5, iPhone users can in fact opt out of any ad tracking, whether individually, application by application or at the system level.
Since the update, iPhone users have overwhelmingly turned off ad tracking. Concretely, this does not mean that they no longer see advertisements, but that these advertisements are no longer personalized or delivered by targeting techniques. Advertisers are trying to navigate these turbulent waters.
IPhone advertisers have turned to Android en masse since iOS 14.5
A study by the American interest group Post-IDFA Alliance, in fact reveals that only 36.5% of iPhone users choose to leave ad tracking active since the iOS 14.5 update. Post-IDFA Alliance brings together agencies such as AdColony, Fyber, Chartboost, InMobi, Vungle and Singular. Conversely, advertising spending by these agencies in the Android ecosystem increased from 8.3% to 21% on average.
The drop in spending in the iOS ecosystem remained contained at around 3%, which can be explained by various factors. In particular, the profile of iPhone users, which remains more interesting for advertisers, given that the segment spends significantly more than normal – even in the absence of tracking. Besides, the interest group notes that this re-distribution of expenses is currently experimental.
Read also: iOS 15 – Apple unveils a first look at what’s new
According to Post-IDFA, in fact, advertisers are waiting to see how the situation evolves, given that the iOS ecosystem remains very important to them. Ultimately, the group expects spending to pick up again in both ecosystems. For now, however, we feel a certain excitement in the sector and the cost of advertising printing on smartphones has rarely been so low.
Source : Apple Insider
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