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.
- The number of US users that have seen the ATT prompt and opted into tracking is relatively low, per December 2021 information from AppsFlyer.