According to the AppleInsider report, an ongoing analysis of Apple’s application tracking transparency (ATT) feature stated that 96% of users in the United States are opting out of the advertising tracking feature launched in April. According to data from Flurry Analytics, after the release of iOS 14.5 at the end of last month, Flurry Analytics has been tracking daily opt-in and opt-out rates. Approximately 4% of daily users in the United States allow apps to access their advertiser identifier ( IDFA) label. This number is based on a sample survey of 2.5 million daily active mobile users.
If other countries are considered, the proportion will increase. About 11% of the 5.3 million daily active users worldwide choose to accept ad tracking. The daily ratio is calculated by dividing the number of opt-in devices by the total number of ATT opt-in and opt-out devices.
Interestingly, Flurry’s data shows that people are actively opt-out of tracking requests. The company found that only 4% of iOS 14.5 users have disabled the Allow App to require tracking option in their settings. Turning off the Allow App Request Tracking option will automatically restrict IDFA’s data access and exclude the application’s permission to request tracking.
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Integrated into the latest iOS, iPad OS, and tvOS revisions, ATT is a new feature that requires developers to ask users before tracking their movements on other apps and the web. Critics say that Apple touts it as an important user privacy tool, but requiring permission for ad tracking will make users unwilling to participate, thereby harming businesses that rely on advertising revenue.
Apple provides a set of secure advertising attribution tools as an alternative to privacy-focused industry-standard tracking methods. These systems, including SKAdNetwork and Privacy Click Measurement, do not directly identify users, so they can be integrated without explicit user permission.
Developers are still adapting to the new guidelines, and a report released shortly after the debut of iOS 14.5 showed that about 10,000 applications created the necessary user request prompts. According to some estimates, the App Store has about 2 million apps.
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