It’s been almost a year since Apple launched iOS 14.5 with App Tracking Transparency, a feature that allows users to choose whether they want to be tracked by third-party apps, according to 9to5 Mac.
While the number of users who initially opted for apps to track them was small, a new study adjust shows that some people have changed their minds about this option.
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According to the research firm, the industry is concerned that new app tracking transparency in iOS will hurt the mobile app market that relies heavily on advertising. In May 2021, the user opt-in rate was about 16%. Now, that number has grown to 25% a year later.
When it comes to games, the number is even higher — 30 percent of users allow developers to collect data on their ads. These numbers are based on a global study that took into account the 2,000 most popular apps in the Adjust database. In some cases, popular games have opt-in rates as high as 75%.
Interestingly, other research from last year showed that only 4% of users in the US opted for app tracking a month after the feature was launched. Of course, Adjust notes that consent rates vary across apps, but the company believes more users see the “value” in receiving personalized ads.
While the industry has largely adapted and begun to understand the benefits of a mix of ATT opt-in, device-level data, and aggregated SKAdNetwork data, opt-in has become a key strategic starting point.
Consent rates do vary widely, however, but as more users understand the value of opting in and receiving personalized ads, expect to see a continued upward trend – the most successful display in the gaming industry to date Content.
Since its introduction, App Tracking Transparency has sparked multiple controversies among developers and big tech companies — notably Facebook, which still opposes Apple’s changes to its privacy policy. AT&T will cost Facebook $13 billion in lost revenue by 2022. Apple, on the other hand, will apparently continue to roll out new privacy features in iOS.
