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.

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.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring AppsFlyer’s Chad Greenleaf, senior vice president, client services, and Barak Witkowski, vice president, product, along with Stash’s Tyler Pennell, vice president, growth. Together they shared valuable lessons learned throughout the iOS 14.5 readiness process, where the industry stands now, and best practices for a privacy-centric future.

Facebook earnings: The company's Q2 earnings could shed light on the effects of Apple’s iOS 14.5 update, but it’s still on track to clear $100 billion in revenues by the end of the year.

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.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring AppsFlyer’s Brenda Chen, director of solutions architecture, and Royal Bank of Canada (RBC) Ventures’ Michael McCue, head of performance marketing. They discussed the solutions RBC Ventures put in place prior to iOS privacy updates, the results they’re seeing, and how their strategy is now evolving.

The biggest threat to ad targeting is, of course, Apple’s iOS 14.5 update, and Snapchat warned in March that it could limit how brands target customers via Snap Audience Match. The integration with Salesforce could help mitigate some of the impact of iOS 14.5 and other privacy changes affecting digital platforms. TikTok.

Snap misses Q3 revenue goal by $3 million, citing iOS privacy changes: The platform’s bottom line was affected by supply chain issues and changes to app tracking via Apple, foreshadowing a rough quarter for other social platforms.

On today's episode, we discuss the most interesting findings from Facebook's Q1 earnings, how Apple’s iOS 14.5 update might affect its business, and where it sits among the digital ad giants. We then talk about how many people are using Facebook Dating, measuring Facebook's "potential reach," and Facebook Reality Labs' upcoming smart wristband. Tune in to the discussion with eMarketer principal analysts at Insider Intelligence Debra Aho Williamson and Nicole Perrin.

With iOS 14.5 adoption now at 96% among US social media app users, just 28% of those shown an ATT prompt on any social media app have opted into tracking, per data from mobile measurement partner AppsFlyer as of November 23, 2021. On April 26, 2021, Apple’s AppTrackingTransparency (ATT) framework went into effect with the rollout of its iOS 14.5 update.

ICYMI: Apple devices running iOS 14.5 or later versions require apps to obtain permission from users before tracking their activity. Users must consent to being monitored for advertising purposes—and many aren’t opting in.

On today's episode, we discuss Facebook's Q2 performance, whether Apple's iOS update has affected ad revenues, and what Facebook means exactly when it talks about its (and everybody else's) “metaverse” future. We then talk about the impact of Facebook Pay expanding to online retailers, whether Instagram Reels could come to Facebook's homepage, and some new privacy features for kids on Instagram. Tune in to the discussion with eMarketer senior analyst at Insider Intelligence Jasmine Enberg.

Facebook has come to terms with Apple’s iOS 14.5 privacy update and is developing new tools to mitigate the potential impact on its ad business. At the same time, it’s building out new features, from Facebook Reels to Fantasy Games, to keep people engaging on the platform. What are the biggest developments for Instagram?

The announcement comes as Facebook is grappling with the impact of Apple’s iOS 14.5 privacy update, which limits the social network’s ability to track and target users across its apps. Some advertisers have reported that Apple’s new privacy rules are making it difficult to tie Facebook data to actions that consumers take after viewing ads on the platform.

Our Take: We expect perceptions of ad relevance on all social platforms will be in greater flux over the coming year following the impacts of Apple’s iOS 14.5 update, which all social platforms are experiencing to varying degrees. Marketers focused on precision targeting will be implementing paid social strategies to improve ad effectiveness and relevance.

But another study, from Flurry Analytics (a unit of Verizon), found that just 5% of US iOS 14.5 users opted in to tracking. Flurry says its analytics tool is installed in more than 1 million mobile applications and says it has tracked daily opt-in rates through data from 2.5 million daily active mobile users.

Google is planning to phase out third-party cookies on Chrome by 2022, and Apple’s recent iOS 14.5 update requires users to opt in to allowing apps to collect their data.

Over half (52%) of US iOS users agreed that frequent tracking prompts would negatively impact their experience, per a January 2021 SellCell survey. Opt-in rates reported by app tracking analytics companies have varied since iOS 14.5 launched in April.

It also allowed users to more easily opt out of location tracking by apps in iOS 13. Now, Apple’s new privacy “nutrition labels” and App Tracking Transparency requirements released in iOS 14.5 set a new standard that all app developers must comply with.

On today's episode, we discuss how Facebook is handling Apple's iOS14.5 update, its new 'Neighborhoods' feature, whether people will want to listen to podcasts on the blue app, organic marketing losing its shine on the larger social media platforms, what the Facebook Oversight Board's landmark ruling means, a balancing miracle, and more. Tune in to the discussion with eMarketer principal analyst Debra Aho Williamson, senior analyst Sara M. Watson, and analyst at Insider Intelligence Blake Droesch.

But another study, from Flurry (a unit of Verizon), found that just 5% of US iOS 14.5 users opted in to tracking in early May. Flurry said that its analytics tool is installed in more than 1 million mobile applications, and that it has tracked daily opt-in rates through data from 2.5 million daily active mobile users.

China’s response to the iOS 14.5 privacy update is a case in point. Under Apple’s new framework, apps must ask each user for consent before they can track the user’s activities across apps and websites. Many expected this update to drastically reduce the viability of Apple’s Identifier for Advertisers (IDFA), which marketers had relied on to better target ads and measure the success of campaigns.

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.

Meanwhile, Apple has announced that they will require user consent for mobile ad ID tracking within apps, starting with iOS 14.5. This is similar to a previous move Apple made with geolocation in iOS 13. As the old maxim says, this is how the cookie crumbles.

How iOS 14.5 changes the status quo and impacts advertisers, app developers, and users. What the ATT framework stipulates, and what is and isn’t allowed by Apple. Best practices for advertisers to reach consumers in iOS environments. Insights from Advertiser Perceptions on advertisers’ ATT preparedness. Presenters. Robyn Meyers is vice president, West Coast brand partnerships at InMobi.