Apple ad spend dips: Mobile app install ad spending on iOS devices has dropped off since the arrival of iOS 14.5 and AppTrackingTransparency. Whether marketers permanently shift budgets to Android depends on how good Apple's alternative tracking frameworks prove to be.

Apple plans to roll out a major update to iOS this spring, requiring an opt-in before apps can track users across channels. "Behind the Numbers" host Marcus Johnson turns the tables on eMarketer principal analyst at Insider Intelligence Nicole Perrin to ask about the latest research on AppTrackingTransparency opt-ins, the China Advertising ID (CAID), and how advertisers are preparing.

Advertisers' most-used identifier, the third-party cookie, is going away in less than a year. Mark Connon, general manager at identity graph provider Tapad, joins eMarketer principal analyst at Insider Intelligence Nicole Perrin to discuss the difference between identity and identifiers, why the digital media ecosystem should be prepared to work with several identifiers going forward, and what will happen when Apple's AppTrackingTransparency framework rolls out.

How we got here: In April, Apple’s AppTrackingTransparency (ATT) update came into effect, where users were asked if they wanted their activity in certain apps to be tracked. The results: Approximately 23% of worldwide iOS users have opted in to being tracked, according to app analytics provider Flurry.

Thanks to its brand recognition and established user trust, Apple’s privacy labels and App Tracking Transparency framework are setting standards for privacy and data sharing as well as causing an opt-in paradigm shift in the industry.

The coronavirus pandemic and changes set to be implemented in the forthcoming iOS 14 are the latest shocks to an evolving app economy. This report will look at how these changes have altered developer monetization strategies and advertiser options.

Digital ad giants like Facebook and Google were essentially forced to add SKAdNetwork support when Apple’s AppTrackingTransparency (ATT) framework went into effect in late April. Having accurate information on mobile app installs is critical in determining campaign success, and fighting fraud. How it works: In iOS 14, marketers are out of the loop on their mobile app install data.

Most attention paid to iOS 14 is on the App Tracking Transparency framework, which will compel app developers to notify users if they want to track and share their data using Identifier for Advertisers (IDFA).

US programmatic display ad spending was up more than 10% in 2020 despite the pandemic-induced recession and will rebound this year as advertisers continue shifting budgets to flexible, measurable media.

To track or not to track? New data on iOS app tracking opt-in rates contradicts earlier estimates, but may ultimately offer a clearer glimpse into consumers’ real behavior.

When the AppTrackingTransparency framework goes into effect, Facebook has said it will not ask for IDFAs. App developers that use a Facebook single sign-on could keep doing that but would have to get permission in the AppTrackingTransparency framework to do so even if it doesn’t involve using the IDFA.

With iOS 14.5 upgrades well underway, Apple’s privacy updates and ATT (App Tracking Transparency) enforcement will continue to impact advertisers’ ability to garner insights and attribute campaigns.

It’s being pushed in this direction from both user concerns and other players, including Apple, whose iOS AppTrackingTransparency (ATT) prompts will affect Facebook’s revenue growth, the company has admitted. The bigger picture:.

How we got here: In April, Apple’s AppTrackingTransparency (ATT) update came into effect, where users were asked if they wanted their activity in certain apps to be tracked. Only 23% of worldwide iOS users have opted in to being tracked, according to app analytics provider Flurry. That means Facebook, which attracts the most ad spend of any platform, is hard-pressed to track conversions.

Article: iOS ad spend drops as AppTrackingTransparency takes off.

But consumer privacy and data protection regulations, along with infrastructural changes like Apple’s AppTrackingTransparency (ATT) framework and the eventual deprecation of third-party cookies, are making ad targeting more difficult.

Apple had originally announced its AppTrackingTransparency (ATT) framework would go into effect in September 2020, and that change was put off until April 26, 2021. Under ATT, users must opt in to allow advertisers to track them across devices, on a per-app basis. Previously, users had been able to opt out of sharing their Identifier for Advertisers (IDFA).

This report discusses the market for targeted digital advertising—primarily focused on programmatic digital display—and how trends including cookie deprecation and AppTrackingTransparency will force changes to how advertisers and their partners approach identifying and targeting audiences.

Join us to hear more from Nicole Perrin, eMarketer principal analyst at Insider Intelligence, as she covers how to confront today’s attribution challenges, including Apple’s AppTrackingTransparency framework and the deprecation of the third-party cookie. Click here to reserve your seat.

Why Apple's AppTrackingTransparency (ATT) framework and the deprecation of third-party cookies will change these practices, and how to pivot your strategy. What data clean rooms are, and what you need to understand about secure data collaborations. What you should be doing to prepare for post-cookie attribution methods. Plus!

Audio: The Ad Platform: What to expect from the AppTrackingTransparency update. Article: Big Tech’s funding of weak state data privacy laws may help it secure a favorable federal standard down the line. Article: Kid-centric mobile gaming companies reach settlement to stop tracking children under 13.

eMarketer principal analyst at Insider Intelligence Yoram Wurmser discusses what he's paying attention to in 2021 and why: how the coronavirus changed mobile, the importance of iOS 14, and regulation's impact on location data.

With iOS 14.5, Apple is enforcing its AppTrackingTransparency (ATT), which requires app publishers and developers to obtain users’ direct consent before sharing their data with advertisers. These changes will have a profound effect on in-app advertising in the Apple ecosystem, as mobile programmatic advertising was previously underpinned by user-level targeting.