Apple’s new App Tracking Transparency (ATT) framework means consumers now have to explicitly opt-in to having their app data tracked, but what does the response rate look like in different countries globally?
Blis has created an iOS 14.5 tracker based on the programmatic ad opportunities and the number of ad requests coming through their platform. However, it is also worth noting that low opt-in rates don’t necessarily mean consumers have opted-out.
Speaking to Performance Marketing World, Aaron McKee, CTO of Blis, explains that the percentage of those that haven’t opted-in “represents consumers who haven’t yet received the ATT pop up yet or consumers who have opted-out of letting an app track their personal data.
“By default, Apple (under iOS 14.5) will block access to the Identifier for Advertisers (IDFA) when the consumer has not provided positive consent. If the app hasn't asked, the consent cannot be implied and the Apple Operating System will block access.”
A concern that Facebook's Mark Zuckerberg has been particularly vocal about in his battle with Apple.
He also addresses the regional differences: “This appears to be due to how proactively application publishers in each market are supporting the new ATT capabilities. Many apps appear not to have been updated yet or may be experimenting with how to message their app users to maximise opt-in rates, and therefore are not allowed to access IDFAs on the device under iOS 14.5.”
Here are opt-in rates on Blis’ Tracker (as of 24 May 2021):
|Opting-in||No Mobile Ad ID|
McKee continues: “It’s worth bearing in mind that we’re seeing just 5.3% of our traffic coming through on iOS 14.5 so far; however, this is still in the billions, so quite significant. We also expect these initial opt-in rates to evolve as more consumers upgrade in the coming days and weeks, but we don’t expect them to rise much higher than the opt-in rate we’re currently seeing in the US.”
As for performance marketers, McKee believes that most haven’t yet started to adapt their strategies with respect to the ATT and IDFA changes. In fact, he says: “We are seeing materially less competition on iOS 14.5, so far, with lower CPMs and higher win rates (globally, winning prices are down approximately 14%, with a circa 10% drop in the US and circa 17% drop in the UK).
“Simultaneously, however, we’ve not seen a significant shift in buying activity toward Android, to compensate. iOS 14.5 only represents around 4.4% of the bid volume, so it’s still early days, and companies haven’t yet felt the full pinch of reduced identity on iOS. As the adoption rate increases, we expect to see the CPMs of Android and other identifiable versions of iOS increase too.
“This will be an early red flag to advertisers that are relying on media buying strategies based solely on retargeting mobile ad IDs, as they stand to lose anywhere from half up to 80% their reach. Indeed, it continues to feel like the industry is lagging in its embrace of privacy.”