According to a mobile marketing executive, Apple’s transparency in-app tracking has led to a 15% to 20% drop in revenue for iOS advertisers. In an interview with GamesBeat, Consumer Acquisition’s Brian Bowman said that Apple’s changes to the Advertiser Identifier (IDFA) tracking had a devastating impact on iOS advertising revenue.
The revenue of some customers fell by 30% to 40%. Other customers felt that the impact was not significant. This is a mess, Bowman said. In addition to seeing advertising revenue plummeting, iOS advertisers have also begun to notice the expansion of unclassified and attributable traffic.
This means that advertisers really do not have the ability to tailor advertising locations for this particular audience. Bowman pointed out that the impact of ATT has not yet fully manifested. Advertisers will begin to feel the full impact of this feature in about 30 days after the adoption rate of iOS 14.6 reaches 80%.
Larger companies are not expected to feel the impact of ATT because their application catalogs generate a considerable amount of first-party data, but small and medium-sized companies that rely on advertising revenue will need to adapt.
In very high-end places, those companies that are accumulating IDFV walled gardens are on the way to do better. Small and medium-sized developers do not have the financial ability to enter the field of in-app purchases and require a lot of money to do this.
Consumer Acquisition is a well-known critic of ATT and has expressed opinions on Apple’s cancellation of IDFA tracking in the past. Apple’s ATT function released earlier in 2021 limits the tracking of consumer data unless the user opts-in. As early as May, it seems that only 4% of iOS users chose to join ad tracking. According to GamesBeat, as of July, this number seems to have risen to about 20%.
