Advertising services have less access to information by launching the “App Tracking Transparency” feature in iOS, and this has led them to change their work strategy and now focus on Android to display more ads than before.
According to reports Wall street JournalSince the launch of App Tracking Transparency in iOS 14.5, apps have had to be licensed to track users, which has led ad services to reduce the cost of advertising on the Apple platform.
According to preliminary data from Branch Metrics, less than 33% of iOS users have allowed apps to track their activity. As a result, the number of services bringing ads to Apple’s mobile platform fell by one-third between June 1 and July 1, while Tenjin reported a 10 percent increase in ads for the Android platform this month.
Tinuiti has seen a similar pattern in comparing the cost of advertising on iOS and Android. Andy Taylor, the company’s chief executive, says that when iOS users refused to share their information with apps, Tinuiti advertisers no longer wanted to advertise on the platform. As a result, the demand for ads on Android increased.
Advertisers say the data that used to influence ads on iOS devices is no longer available, and there is no justification for paying high advertising costs on the platform. Advertising services can not get information about people’s tastes and topics without tracking users. This data helps them to show their ads to people in a more targeted way.
Taylor says iOS spending has risen from 42 percent year-on-year in May to 25 percent in June, while the figure for Android has risen from 46 to 64 percent. Now the price of ads on Android is 30% higher than iOS, because ads are done on this operating system more purposefully.