With the introduction of iOS 14.5, Apple implemented App Tracking Transparency, which mandates third-party apps to obtain user consent for tracking across apps. This has led to a dramatic reduction in cross-app tracking in the U.S., with advertiser trackability plummeting from 72.63% to 17.9%. While this enhances user privacy, it poses challenges for advertisers, forcing them to explore more expensive alternatives such as device fingerprinting. The end result has been a marked decrease in IDFA-based advertising spending, significantly impacting major platforms like Meta.
This new feature would require third party apps to ask for user permission to track across apps before they'd gain access to your advertising ID (IDFA).
In the United States, tracking rates have decreased by nearly 55% since the launch of App Tracking Transparency.
This drop in trackable users has had rippling effects. Advertisers have to pay a lot more to target that smaller group of users.
Advertisers have found new way of tracking individual users without the use of an advertising ID by utilizing device fingerprinting.
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