Coming advertising earthquake. As expected, Apple’s anti-tracking tool is highly acclaimed, not for helping developers, but rather for denying ad tracking.
It doesn’t smell very good for Apple’s device advertising industry. With iOS 14.5, the firm has indeed introduced a new tool allowing the user to refuse that applications collect data for advertising purposes, namely the IDFA (Identifier for Advertisers). Anti-tracking materializes in the form of a pop-up that appears when opening an application, and it seems that despite the best efforts of some, like facebook, to encourage iPhone owners to accept, they would be particularly numerous to take advantage of this function.
96% of Americans refuse to be tracked
According to the figures of Flurry Analytics, of which the study was carried out on 2.5 million individuals, nearly 96% of American iPhone users questioned refuse that their applications track them thanks to this function. This means that only 4% of users allow applications to access their IDFA tag for advertisers. Globally, 11% allow apps to collect data.
Strangely enough, if they are therefore very numerous to refuse the advertising tracking voluntarily, very few users have disabled the option “Allow applications to request tracking” in iOS settings. Globally, they are 4%, and only 2% in the United States. The fears of Facebook and other app developers have therefore come true. It remains to be seen how these applications will manage to evolve their model, especially now that Google also intends to set up a system similar to that of Apple.
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