It appears that more people are fine with apps tracking them this year than last year.
The number of users opting for app tracking on iOS has increased this year compared to 2021, according to new data from analytics firm Adjust (via 9to5Mac). According to the firm, users’ rates have increased by about sixteen percent. Last year this year twenty five percent.
According to the research firm, the industry feared the new app tracking transparency in iOS would hurt the mobile app market, which relies heavily on ads. In May 2021, opt-in rates were around 16%. Now this number has increased to 25% after a year.
When it comes to games, the numbers are even higher – 30% of users have allowed developers to collect their data for ads. The number is based on a global research considering the 2,000 most popular apps in Adjust’s database. In some cases, popular games have achieved opt-in rates of up to 75%.
The report further states that apps can expect an upward trend for users to opt-in as some users would prefer a more personalized experience and ads.
While the industry has largely adapted and understood the benefits of working with a mix of ATT opt-in, device-level data and aggregated SKAdNetwork data, achieving opt-in has become an important strategic starting point.
Although consent rates vary widely, we expect to see a continued upward trend as more users understand the value of choosing and receiving personalized ads – something that the gaming industry has so far been offering. has been most successful.
Despite the upward trend in opt-ins, Apple’s anti-tracking measures are still having a significant impact on advertisers. According to a report earlier this week, Facebook could see a $10 billion impact on its business in 2022.