Engadget Logo Japan version Rumors that Internet advertising prices are plummeting due to app tracking restrictions in iOS 14.5

iOS 14.5 implements ATT (App Tracking Transparency), which states that "apps must get the user's explicit permission to track them across different webs and apps." ” mechanism was introduced. As a result, there are reports that spending on advertising has decreased and advertising prices have plummeted.

According to the Telegraph, a major British newspaper, Apple's recent crackdown on privacy (app tracking restrictions) has hit advertisers and app developers hard, with users accepting anti-tracking features and spending on advertising. is said to be decreasing. British advertising firm Blis says ad prices drop by as much as 11% when users opt out of being tracked across different apps.

Additionally, the downturn was "more pronounced" in some countries, with the average price of ads dropping by 36% in the UK. If this downward trend continues, the advertising industry is expected to be "battered by billions of pounds".

A survey conducted in April by iMore, an Apple-related information site, found that only 2% of users chose to allow tracking (regardless of which app). While 22% of users say it depends on which app they ask, 71.6% of users refuse to be tracked (unconditionally). Another survey reported that 96% of US iOS 14.5 users disabled app tracking.

Recently, mobile advertising industry groups reported that some online advertisers began spending less on iOS and more on Android after iOS 14.5 delivery and app tracking restrictions were introduced. I was. As of mid-May, the update rate to iOS 14.5 or later (iOS 14.6 at the time of writing) is still considered to be only 12.9%, so the impact on Internet advertising is likely to expand further in the future.

On the other hand, it was reported that Apple is strengthening its own advertising service in the App Store with iOS 14.5. There may be more friction with Facebook, which is campaigning against the introduction of app tracking limits and asking people to allow tracking if they want to keep using their apps for free.

Source: The Telegraph

via:iMore

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