Since Apple’s AppTrackingTransparency (ATT) framework in iOS 14.5 took effect in late April, Facebook has experienced steadily worsening data loss as iOS users have adopted the update.

Advertising on Facebook has become more challenging due to Apple’s AppTrackingTransparency framework in iOS 14.5. Here’s how advertisers are adapting their strategies in the post-IDFA reality.

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.

The early 2021 arrival of Apple’s AppTrackingTransparency (ATT) framework limited the collection of iOS user data, effectively making the personalized advertising that has driven app economies much less cost-effective. Some app developers—particularly those in the gaming category—have banked on consumers’ increased comfort with subscriptions as a result.

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.

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.

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.

The early 2021 arrival of Apple’s AppTrackingTransparency (ATT) framework limited the collection of iOS user data, effectively making the personalized advertising that has driven app economies much less cost-effective. Some app developers—particularly those in the gaming category—have banked on consumers’ increased comfort with subscriptions as a result.

How we got here: Apple’s new AppTrackingTransparency (ATT) framework, which started rolling out in April in iOS 14.5, lets users opt out of allowing an app to track their actions and has forced mobile apps like Snapchat to rush to find alternative solutions to measure the impact of ads.

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).

Still, CEO Evan Spiegel admitted when the company reported Q3 earnings that getting to a pre-AppTrackingTransparency normal would take “a while.”. Meta echoed the sentiment: “Targeting is a longer-term challenge,” COO Sheryl Sandberg said. LinkedIn last week rolled out a new “Group Identity for B2B” targeting option.

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. 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.

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.

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.

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:.

Apple and Google dictate what’s possible on mobile devices, and the former’s enforcement of its new AppTrackingTransparency (ATT) framework yields limited profits from ad targeting and measurement. Although companies like Facebook and Snap still managed healthy growth in their ad businesses in Q3 2021, they both blamed Apple for lower-than-expected revenues.

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.

Facebook will be affected by Apple’s AppTrackingTransparency initiative, and brand budgets will flow toward Amazon’s upper-funnel offerings powered by first-party purchase data. We expect Amazon’s display ad revenues to jump 34.4% in 2022, more than doubling the growth rate of Facebook, the dominant display ad seller.

Article: iOS ad spend drops as AppTrackingTransparency takes off.