Apple recently introduced iOS 14.5 and with it, effectively killed off its IDFA – the random device identifier assigned to a user’s device which advertisers use to track data so they can deliver customized advertising. Now users decide whether they agree to their data being tracked, requiring apps to get users’ permission before tracking their data across other companies’ apps or websites for advertising purposes.
Personal data and privacy is of course a thorny subject for consumers and as anticpated, given the choice, many users are denying permission for apps to gather tracking data. In a report released this week from Flurry Analytics, just 13% of global iOS users have allowed apps to track, two weeks into the feature being enabled.
The Flurry report was compiled from aggregated insights across 2 billion mobile devices also found that there are around 5% of iOS users with ‘restricted’ app tracking, meaning apps cannot ask those users to be tracked.
Mobile advertisers now find themselves forced to consider a radically different approach to targeting strategies. And whilst the consensus is that privacy of personal data is and should be an important factor in establishing consumer trust, alternatives to IDFA including incrementality testing, pre-permission prompt messaging and contextual targeting have been muted.