Transparency in Apple’s app tracking pushes advertisers to target Android users instead


Apple’s Tracking Transparency App has long been available on iOS. The framework basically asks the user if the app is tracking data or information between different apps and websites. This feature has been heavily criticized by targeted advertising companies, but Apple has confirmed that it is available to the public. Currently, advertisers are spending a lot of money targeting Android users rather than iOS.

With Apple’s Application Tracking Transparency, Advertisers Spend Much More on Android to Target Ads

As mentioned earlier, the transparency of Apple’s app tracking has encouraged advertisers to spend more money targeting Android users rather than iOS. By The Wall Street Journal, advertisers have reduced their spending on Apple’s platform in favor of Android.

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According to early data from Branch Metrics, less than 33% of iOS users allow apps to track user data among other apps. The rest of the users have withdrawn from the scene. Ultimately, this made advertisers spend more on Android instead of iOS. In addition to transparency in the monitoring of applications. To be precise, spending fell by almost a third between June 1 and July 1. Additionally, according to Tenjin Inc, spending on Android has increased by 10% over the same period.

After the tracking changes took effect in April, many users of Apple’s iOS operating system received a large number of app prompts asking for permission to track. Most of the users refused. According to ad measurement company Branch Metrics Inc, less than 33% of iOS users choose to track.

As this information became apparent, advertisers adjusted their buying strategies. Advertising metering company Tenjin Inc. According to the report, spending on iOS mobile ads fell by about a third between June 1 and July 1. Android spending increased 10% over the same period, Tenjin said.

Digital advertising agency Tinuiti Inc. is seeing a similar trend in customer spending, says research director Andy Taylor. When iOS users opted for tracking, Tinuiti’s advertisers couldn’t bid on them, he said. Due to the shortage of iOS users, the demand for Android users and the prices of advertisements have increased. According to Statcounter, about 72.8% of smartphones in the world use the Android operating system and about 26.4% use iOS.

Digital advertisers believe one of the reasons for low spending on iOS is the limited availability of “detailed data that effectively validates mobile ads on iOS devices and justifies pricing.” I go. Currently, advertisers cannot target ads with the same precision due to the low 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 the prices. In recent months, ad buyers have deployed iOS ad spend in a much more targeted fashion than ever before, according to marketers and ad technology companies. The lack of user data to improve Facebook Inc.’s powerful suite of ad targeting tools reduces their effectiveness and appeal with some advertisers, ad companies say.

Facebook has criticized Apple’s app tracking transparency feature from the start. Facebook was the most resistant to change because Facebook’s revenue depends on advertising. Nonetheless, Apple delayed the initial rollout of the ATT framework, allowing developers to prepare for the change.

Everyone, that’s all. What do you think of that? Please let us know in the comments.

Transparency in Apple’s app tracking pushes advertisers to target Android users instead

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