Sponsored content by AppsFlyer

Sponsored content by AppsFlyer

IDFA isn’t dead yet: New AppsFlyer data suggests that tracking opt-in rates could be much higher than the industry’s expectations, a spot of optimism that could make it worthwhile to keep collecting Apple’s Identifier for Advertisers (IDFA).

AppsFlyer. Forrester Consulting. Interactive Advertising Bureau (IAB). LiveIntent. Lotame. OnAudience.com. Winterberry Group.

AppsFlyer reported that at the end of June, apps that made sure to trigger its SDK after the prompt had a 25% IDFA availability rate in the US, compared to a rate of 14% among apps where the SDK wasn’t timed this way.

Search ad spending in the US will rise by 5.9% this year, significantly below trend, in the face of the massive disruption to consumer lifestyles. But the pandemic is setting search up for a bigger future.

Given the choice between paying for content and sharing data, 31% of US smartphone owners said they’d allow tracking to all apps rather than pay to subscribe, according to a February 2021 AppsFlyer and MMA survey. Receiving more personalized experiences, whether with ads, content, or brands.

According to AppsFlyer, global adoption of iOS 14.5+ was only 16% by the week of May 25, but it rose to 45% by the week of June 7. And so far, more than three-quarters of those who have installed iOS 14.5 or above have chosen not to share their data.

AppsFlyer, a mobile analytics and attribution platform, reported that the share of games using a hybrid model dropped 8% between Q2 2019 and Q2 2020, with all game categories except “hardcore” games showing a dip.

“There are still many open questions about how SKAdNetwork will work and how the changes will affect app developers and the mobile ecosystem,” said Brian Quinn, US president and general manager at mobile analytics and attribution provider AppsFlyer.

Just over half of US smartphone users think tech companies are responsible for educating consumers about the use of their personal data, more than any other stakeholder, according to a March 2021 report from AppsFlyer and MMA Global.

Mobile measurement partners like AppsFlyer, Branch, Kochava, and Singular have been interpreting Apple’s announcements and experimenting with the SKAdNetwork since last summer.

AppsFlyer. ARtillery Intelligence. Conviva. Merkle. MMA Global. Morning Consult. Nextdoor. PubMatic. Yelp.

In March, an AppsFlyer study of 300 apps that had adopted Apple’s App Transparency Tracker early found opt-in rates as high as 45% in some categories. Last week, Ad Age and The Harris Poll released a poll of early iOS adopters in the US that found 47% of users with the new update said they would opt in to letting Facebook track them.