the Apple privacy policies, expected with the final release of iOS 14.5, have become the main concern of companies dedicated to digital advertising. Today, a few weeks after starting to run, several studies have started to measure users’ perception of them. And unsurprisingly, companies had every reason to fear his arrival.
A survey conducted by analyst Adweek found that approximately 68% of iPhone users will deny advertisers permission to follow them with Apple’s application tracking transparency feature.
The results indicate that the measure would deal a bigger blow to the advertising industry. The initial outlook for the number of users consenting to tracking looks bleak, with an average acceptance rate of just 32%, according to an early analysis from AppsFlyer.
Apple’s policies seriously affect the advertising industry
According to information published in Macrumors, Epsilon marketing company analytics director Loch Rose said “no one knows for sure” what will happen once Apple’s follow-up prompts become widespread, but the cost per thousand ads in an app, which is the cost an advertiser pays per thousand views or impressions, is expected to drop by as much as 50%.
With the release of iOS 14.5, apps will need to receive explicit user permission before accessing an iPhone’s Advertising ID, to track usage in apps and websites for targeting purposes. advertising. The advertising industry fears that a widespread exclusion could lead to total disapproval of IDFAs, resulting in Ad targeting and performance insight is almost impossible on Apple platforms.
The report also notes that, for fear of this change, approximately 58% of advertisers plan to move their business outside of the Apple ecosystem and invest in other areas such as Android devices or smart TV as a result of the change.
