Until now, apps have been able to rely on Apple’s Identifier for Advertiser (IDFA) to track users for targeting and advertising purposes. With the launch of iOS 14.5 this week, mobile apps now have to ask users who have upgraded to iOS 14.5 for permission to gather tracking data. With opt-in rates expected to be low, this change is expected to create challenges for personalized advertising and attribution, impacting the $189 billion mobile advertising industry worldwide.
Despite screens urging users to Allow app tracking, it seems that nearly all users in the U.S. have chosen not to. The numbers are a bit higher worldwide with around 11% of users opting in.
As of May 6, around 5% of iOS 14.5 users worldwide have 'Restricted' app tracking versus 3% in the U.S. That means developers cannot ask those users to allow app tracking.
Take a look at the charts below for more details...