Wall Street Journal: “App tracking transparency” feature in iOS has caused advertisers to turn to Android


Wall Street Journal: “App tracking transparency” feature in iOS has caused advertisers to turn to Android

Wall Street Journal: “App tracking transparency” feature in iOS has caused advertisers to turn to Android

News unit EMGblog.com : Company Apple launched a feature called “App Tracking Transparency” or ATT (abbreviated as App Tracking Transparency) in April of this year, according to which Developers must provide users with permission to confirm data collection for things like personalizing ads and disabling ad tracking. Now according to The latest report of the Wall Street Journal on Monday, July 5, 2021 (14 July 1400), apparently caused this feature to be implemented Advertisers reduce the amount of money they spend on the Apple platform. In fact, following the new regulations, advertisers have decided to have a wider presence in the Android operating system.

While the ATT present in iOS 14.5 allows online privacy protection for It provides iPhone and iPad users (with the same version of iPad OS), but it is a serious challenge for marketers and advertising industry activists. Hence, advertisers seem to have started planning to move their marketing structure to Android a few months after the system was introduced.

According to the figures published by the advertising analysis company Tenjin, which was seen by the reporters of the Wall Street Journal, advertising spending on the iOS operating system between June 1st and July 1st of this year decreased by about a third, and at the same time, advertisements In the Android operating system, it has increased by nearly 10%.

Of course, in the case of the Tenjin report, it should not be forgotten that in Apple’s new framework, advertisers will not be able to offer targeted ads based on user activity on iOS-based devices, and this will improve the demand for targeted ads on Android devices and increase It has caused an annual growth of 46% in May to 64% in June. In this context, Andy Taylor, research director at Tinuiti advertising agency, observed a similar pattern in clients. It observed and reported that ad spending on iOS dropped from 42% growth in May to 25% in June. Of course, the amount of advertising on both major platforms has grown year-on-year, but since the introduction of Apple’s ATT, this growth percentage is changing in favor of Android. The superiority of Android in this field is while, according to Taylor, the average cost of advertising on the Google platform is 30% higher than the cost of advertising on iOS.

Recent findings from the Wall Street Journal confirm the results of a similar report on May 19 that advertisers are gradually moving to Android. In that time, Android ad spending has increased between 8.3% and 21%, depending on the company, while iOS has experienced an average decrease of about 3%.

Analysts believe that the lack of targeted advertising is the main reason for these changes, as it provides advertisers with less information about consumers who wish to receive targeted ads. According to statistics published by Branch Metrics, less than a third of iOS users choose to opt-in to tracking. In this way, the number of user devices that can be tracked by programs is severely limited.

A spokesperson for Facebook, a company that is one of the main critics of the ATT system and considers it an uncompetitive method, says: “The data of other companies is usually unreliable and not representative of our business.” . That is, advertising using alternative data sources is more difficult than tracking users directly. However, Facebook has not been plagued by advertising woes, despite expectations from company executives that iOS 14.5 and the new ad framework will be problematic. =”Apple”>Apple In the remaining months of this year, the impact on Facebook’s business will be manageable.

According to people familiar with Facebook’s operations, most users in countries other than America, use Android, and this means the possibility of using this social network from the higher pricing of the Android operating system (and other platforms other than iOS).

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