Since iOS 14 was officially launched last September, the privacy-enhancing, tracking blocking feature that Apple brings to users has made many ad units feel anxious, for example here. is Facebook, the top famous free app.
In a recent study by AppsFlyer released after analyzing 300 popular apps installed on the iPhone of 2,000 people, up to 68% of iPhone users chose to opt out of ad tracking apps when Apple rolled out this feature. this feature on iOS 14.
That is, only 32% of people agree to allow App Tracking Transparency to be activated, a feature that forces apps to ask for user permission if they want to activate IDFA (Identifier for Advertisers) – a unique code on each iPhone, iPad, helping Businesses deploy personalized advertising.
Also according to AppsFlyer, iPhone users who use popular and highly interested apps have a higher ad acceptance rate, around 40%. For less common applications, acceptance rates are only around 20%.
With the high App Tracking Transparency disapproval rate, the companies that provide apps for ad-based monetization may find it difficult to recommend personalized ads based on user habits, experts say. used through IDFA. This can cause the free app model to disappear. One of the victims that cannot be ignored is Facebook.
Facebook itself since the time of the upcoming iOS 14 has expressed concern up to this point: “This is not the change we want, but unfortunately Apple’s update on iOS 14 may affect severely impact advertisers’ ability to monetize through Audience Network on iOS 14. Despite our best efforts, Audience Network will become unreasonably inefficient to offer on iOS 14 in the future,” a Facebook representative announced.
Thus, if the number of iPhone users who activate App Tracking Transparency is too large, the ads will not be able to reach users, causing great damage to many application developers.
Direct profit-related damage, if it continues to last and tends to get worse, will force developers to consider leaving Apple, choosing more pleasant platforms like Android. Besides, it is not excluded that the development of free applications can be reduced, instead of paid applications for profit, even if it is only expected to achieve revenue in the short term.
For iPhone users, in the short term, it can be seen that the new iOS feature is quite suitable for personal security needs. But the longer future could very well face the possibility of losing some of their favorite free apps.