The industry is waiting with bated breath ahead of Apple’s imminent iOS update, which will severely limit tracking and ad targeting across Apple’s mobile devices—and impact the $105 billion U.S. mobile-ad industry.
Apple’s update will introduce App Tracking Transparency (ATT), a framework that requires publishers to ask users whether they want to be tracked across other apps and websites they visit.
The consensus among the ad industry is that opt-in rates will be low. But what happens next is anyone’s guess, with almost half of all marketers now scurrying for a fresh means of ad targeting and measurement.
Loch Rose, chief analytics officer at Publicis-owned Epsilon, said “nobody really knows for sure” what will happen once the tracking prompts become widespread, but CPMs of in-app ads are expected to go down if opt-out rates are high.
Widespread
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