Apple’s App Tracking Transparency has been available for a long time on iOS. The framework basically asks the user if the app tracks data or information between different apps and websites. This feature has been highly criticized by targeted advertising companies, but Apple has confirmed that it is publicly available. Currently, advertisers are spending quite a lot of money targeting Android users rather than iOS.
Thanks to Apple’s app tracking transparency, advertisers are spending significantly more on Android to target their ads
As mentioned earlier, Apple’s App Tracking Transparency has encouraged advertisers to spend more money targeting Android users rather than iOS.by The Wall Street Journal, Advertisers have reduced spending on Apple’s platform in favor of Android.
According to early Branch Metrics data, less than 33% of iOS users allow apps to track user data among other apps. The rest of the users have opted out of the scene.Ultimately, this shifted advertisers’ attention to spending more on Android instead of iOS. By addition Of transparency in app tracking. To be precise, spending fell by almost one-third between June 1st and July 1st. In addition, according to Tenjin Inc, spending on Android increased by 10% over the same time frame.
After the tracking changes took effect in April, many users of Apple’s iOS operating system received a large number of prompts from apps asking for permission to track. Most users refused. According to ad measurement company Branch Metrics Inc, less than 33% of iOS users choose to track.
As much of that information became apparent, advertisers adjusted their purchasing strategies. Advertising measurement company Tenjin Inc. According to the report, spending on iOS mobile ads fell by about one-third between June 1st and July 1st. Android spending increased by 10% over the same period, Tenjin said.
Digital advertising agency Tinuiti Inc. Sees a similar pattern in client spending, says research director Andy Taylor. When iOS users opted out of tracking, Tinuiti advertisers couldn’t bid on them, he said. Due to the shortage of iOS users, demand for Android users and advertising prices have increased. According to Statcounter, about 72.8% of smartphones around the world use the Android operating system and about 26.4% use iOS.
Digital advertisers believe that one of the reasons for the low spending on iOS is the limited availability of “detailed data that effectively validates mobile ads on iOS devices and justifies prices.” I will. Currently, advertisers cannot target ads with the same accuracy due to the small amount of user data associated with their interests and preferences. This is what Apple has blocked advertisers through App Tracking Transparency.
Digital advertisers say they have lost a lot of detailed data to make mobile advertising effective on iOS devices and justify prices. In recent months, ad buyers have been deploying iOS ad spend in a much more targeted way than before, according to marketers and ad tech companies. Lack of user data to enhance Facebook Inc.’s powerful ad targeting tool suite reduces their effectiveness and appeal among some advertisers, ad agencies say.
Facebook has criticized Apple’s App Tracking Transparency feature from the beginning. Facebook was most resistant to change because Facebook’s revenue relies on advertising. Nonetheless, Apple delayed the initial deployment of the ATT framework, allowing developers to prepare for the shift.
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Apple’s App Tracking Transparency is pushing advertisers to target Android users instead
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