iPhone: more and more users deactivate anti-tracking, Facebook can blow
Research reveals that more and more iPhone users accept ad tracking. They were only 16% when the iOS 14.5 anti-tracking tool was launched in May 2021. They are now 25%. This percentage is even much higher among players, since it exceeds 30%. This trend should obviously relieve services that live mainly from advertising, such as Facebook.
May 2021, the online advertising world was panicking. Apple rolled out a new feature with iOS 14.5 update: App Tracking Transparency (which we translate as anti-tracking tool). This is a feature enabled by default that prevents site and application publishers from tracking user activity outside of their respective services. From this date, iPhone owners saw a message appear inviting them to accept, or not, to be tracked for advertising reasons.
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This obviously did not please the large groups who live precisely from advertising and marketing revenues. Because, even if iPhone owners continue to see ads, they are no longer targeted and make much less money. Facebook reacted violently against this function. And with good reason, since, according to some estimates, the Meta group’s revenues have fallen by 11.8 billion euros because of App Tracking Transparency.
25% of iPhone users agree to be tracked
However, this might only be temporary. Indeed, a study published in the United States by the company Adjust affirms that the number of users accepting advertising tracking is increasing. The percentage was only 16% in May 2021. They are now 25%. 9 points more in one year, it’s a good progression. The study also specifies that, depending on the type of applications, the percentage may be higher. This is particularly the case with players who are more willing to be subjected to targeted advertising. They are 30%. And in very rare cases, it can go up to 75% among those who play very popular games.
Two reasons explain this trend. First, consumers are becoming increasingly aware that they will be exposed to advertising, whether they are tracked or not. Under these conditions, it is more interesting that the ads are useful. Then Apple allows the service publisher toexplain why they want to track consumer activity. A simple sentence appears in the notification. This would therefore de-demonize advertising.
What if the anti-tracking tool wasn’t the most worrying?
If this trend is confirmed, the impact of App Tracking Transparency could be less strong than expected. But it will certainly remain very high. However, it is not this tool that scares advertisers, but two other functions recently launched by Apple: Hyde My Mailwhich is used to hide a consumer’s email address, and Private Relay, which hides the IP address (and therefore the origin of the user). These are two functions reserved for Apple iCloud subscribers. But, if extended to all iPhone owners, they could have an equally big impact.