When Apple’s IDFA Changes Hit 'Nobody Really Knows' What To Expect

Mobile advertising sector stares into the abyss as privacy changes loom

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.




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