The Shakeout From Apple’s Privacy Update

How AppTrackingTransparency Affects Publishers and Advertisers

Report by Nina Goetzen  | Feb 22, 2022
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Table of Contents
Executive Summary
Key Points
How Large Is the Mobile Ad Market, and What’s Apple’s Place in It?
Challenges and New Strategies in Response to ATT
Acting on the Opportunities
Read Next
Sources
Media Gallery
About This Report
Apple's introduction of AppTrackingTransparency in iOS 14.5 changed how the mobile app industry approaches monetization and measurement. Here’s what you should know about the changes, along with best practices for mobile publishers and advertisers.
Topics
Consumer Privacy & Security
Mobile Advertising
United States
Table of Contents
Executive Summary
Key Points
How Large Is the Mobile Ad Market, and What’s Apple’s Place in It?
Challenges and New Strategies in Response to ATT
Acting on the Opportunities
Read Next
Sources
Media Gallery

Executive Summary

The rollout of AppTrackingTransparency (ATT) in iOS 14.5 effectively deprecated the primary way publishers and advertisers track users on iOS and changed how the mobile ad industry approaches monetization and measurement.

3 KEY QUESTIONS THIS REPORT WILL ANSWER

  1. How is ATT affecting our forecasts for platforms’ mobile ad revenues and overall mobile ad spending?
  2. How have platforms, publishers, and advertisers changed their strategies in response to Apple’s privacy changes?
  3. What are the most effective new strategies for each player, and which should be prioritized?

WHAT’S IN THIS REPORT? A look at how ATT has affected mobile app publishers and advertisers’ monetization models, budget allocations, and measurement strategies, and an exploration of changes driving the best results.

US Opt-In and Adoption Rates for App Tracking Transparency (ATT) and iOS 14.5, Dec 2021 (% of users)
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KEY STAT: Across apps, the number of US users that have seen the ATT prompt and opted into tracking is relatively low, at just 37% as of December 2021. Still, that’s higher than initial industry predictions.

Here’s what’s in the full report

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Table of Contents

  1. Executive Summary
  2. Key Points
  3. How Large Is the Mobile Ad Market, and What’s Apple’s Place in It?
  1. Challenges and New Strategies in Response to ATT
  2. Acting on the Opportunities
  3. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

US Opt-In and Adoption Rates for App Tracking Transparency (ATT) and iOS 14.5, Dec 2021 (% of users)US Facebook Ad Growth Metrics, Q4 2021 (% change vs. same period of prior year)
Monetization Methods that Mobile App Publishers Worldwide Use for Their Apps, Gaming vs. Nongaming, Oct 2021 (% of respondents)Solutions that US Marketers and Agencies Are Using to Grow/Enhance Their First-Party Data, June 2021 (% of respondents)
What Types of Identity Solutions Are Marketers and Publishers Worldwide Testing/Planning to Test? (% of respondents, Sep 2021)Incentives for Which US Internet Users Are Most Willing to Share Their Email Address with a Brand, by Generation, March 2021 (% of respondents in each group)

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authors

Nina Goetzen

Contributors

Caroline Fulford
Senior Researcher
Evelyn Mitchell
Analyst, Digital Advertising & Media
Jessica Lis
Analyst, Technology
Yoram Wurmser
Principal Analyst