More and more iPhone users for tracking app

Market research firm Adjust analyzed 2,000 apps iOS most popular globally and noticed the number of users Iphone agreeing to bypass Apple’s ATT tool, which allows the app to continue to collect advertising data, has grown from 16% in May 2021 to 25% as of early April 2022. In which, the applications with the highest acceptance rate are games with 30%, especially popular games have an acceptance rate of up to 70%.

“Despite being warned about data collection, more and more people feel the value of receiving personalized ads. This trend may continue to increase in the future”, a representative of Adjust commented.

ATT (App Tracking Transparency) Okay Apple lift up iOS 14.5 from April 26, 2021. Applications that want to track activity must ask the user’s permission first. As soon as it appeared, ATT immediately had a negative impact on advertising-based businesses such as Facebook, Google, Twitter, YouTube. By July 2021, it is estimated that each company in this large social network group will experience a 15-20% decrease in revenue. Most had to rebuild their ad targeting once the ATT was in place.

According to the prediction of research firm Lotame, ATT will affect to a series of companies, causing a total loss of nearly 16 billion USD this year. In which, Facebook may lose the biggest with $ 12.8 billion, YouTube is $ 2.2 billion, Snap (the parent company of Snapchat) is $ 546 million and Twitter is $ 323 million.

Privacy is becoming a key element of advertising campaigns for the iPhone and many other Apple products. The company still allows apps like Facebook to track users to a limited extent, as long as they don’t identify individuals. Apple CEO Tim Cook Last year made its message clear when it said that the advertising industry had become an ecosystem of “stalkers and peddlers looking to make a quick buck”.

Bao Lam (according to 9to5mac)