According to data from the Post-IDFA Alliance, only 36.5% of iOS 14.5 users are opting in to ad tracking, which is causing an advertiser exodus to Android.
App Tracking Transparency is a feature introduced in iOS 14.5 that allows users to stop ad tracking across apps and the web. This controversial feature disables one of the widest used tracking identifiers — IDFA.
A coalition of advertisers that call themselves the Post-IDFA Alliance collected their advertising data to compare how the market is shifting. The group includes AdColony, Fyber, Chartboost, InMobi, Vungle, and Singular.
Advertising spend on Android has increased from anywhere between 8.3% to 21% for these firms. This upward trend is accompanied by a universal decrease in spending on iOS advertising, but only by about 3%. Vungle is the only company that increased spend on both platforms, increasing by 21% on Android and 3.3% on iOS.