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Apple sent shockwaves through the industry a year ago with the introduction of its App Tracking Transparency (ATT) framework, a mechanism that asks iOS users whether they want to be tracked by apps and have that data used by marketers to target ads. This sent advertisers into a tailspin, concerned there wouldn’t be enough addressable inventory for them to serve mobile campaigns to.
However, a recent study from mobile attribution firm AppsFlyer, which helps marketers measure mobile campaigns, shows that user opt-out rates have somewhat stabilized over the last year, based on data from March 2022.