The trend: Apple’s launch of AppTrackingTransparency (ATT) in iOS 14.5 has started to reshape digital advertising and is affecting mobile app publishers’ and advertisers’ monetization models, budget allocations, and measurement strategies. Our recently published report had the following findings:
First and foremost: As first-party data becomes more important than ever in wake of the privacy changes, mobile app publishers with the largest caches of user data will suffer the least deprecation of their ad targeting abilities.
Alternative solutions: Big Tech platforms and small game developers alike are looking to online sales, subscriptions, and in-app purchases to bolster revenues in the face of deteriorating ad effectiveness.
At the same time, marketers are employing different strategies to compile their own first-party data.
Ad budgets shift: Instead of trying to work around or with ATT, some marketers are switching gears. Android’s piece of the mobile ad pie has grown significantly, and publishers have seen an uptick in interest in contextual advertising.
Go further: You can read the full report on Apple’s privacy update here.