AppTrackingTransparency (ATT) affected the vast majority of iOS users. As of December 2021, 89% of US iOS users were on version 14.5 or later, per AppsFlyer. Of those that have seen the ATT prompt, 37% opted in, according to the company. That's higher than initial industry expectations but still a massive decrease in trackable users.
That number may also be a bit misleading. Both publishers and advertisers need to get consent, so users who only accede to one request may still be untrackable. Plus, the opt-in rate doesn't account for users that turned on Apple's previous opt-out tool, Limit Ad Tracking (LAT), and aren't served the ATT prompt at all. AppsFlyer estimates around 30% of global iOS devices had LAT turned on.
Platforms that rely heavily on third-party data feel it the most. That includes Big Tech companies with large off-platform ad businesses, such as the Meta Audience Network or Snap Audience Network. Meta CFO Dave Wehner said in the company's Q4 2021 earnings that ATT could cost the company $10 billion in ad revenues in 2022. Meanwhile, platforms that rely mostly on...
 | Report Preview  * This chart and data were pulled from The Shakeout From Apple's Privacy Update by Insider Intelligence. Purchase the report below for $995 for immediate access. | | | AppTrackingTransparency (ATT) affected the vast majority of iOS users. As of December 2021, 89% of US iOS users were on version 14.5 or later, per AppsFlyer. Of those that have seen the ATT prompt, 37% opted in, according to the company. That's higher than initial industry expectations but still a massive decrease in trackable users.
That number may also be a bit misleading. Both publishers and advertisers need to get consent, so users who only accede to one request may still be untrackable. Plus, the opt-in rate doesn't account for users that turned on Apple's previous opt-out tool, Limit Ad Tracking (LAT), and aren't served the ATT prompt at all. AppsFlyer estimates around 30% of global iOS devices had LAT turned on.
Platforms that rely heavily on third-party data feel it the most. That includes Big Tech companies with large off-platform ad businesses, such as the Meta Audience Network or Snap Audience Network. Meta CFO Dave Wehner said in the company's Q4 2021 earnings that ATT could cost the company $10 billion in ad revenues in 2022. Meanwhile, platforms that rely mostly on... | | | Other Related Reports |  Shifting consumer attitudes and new regulations have raised the stakes on personal data protection... ACCESS FULL REPORT |  Apple's rollout of its iOS 14.5 update has created significant challenges for many Facebook advertisers in recent months... ACCESS FULL REPORT | | |  To learn more about Insider Intelligence and our Technology coverage, click below and fill out the form, and a member of our team will be in touch with you. | | | | |
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