Apple CEO Tim Cook said the company is seeing "quite a bit" of positive reaction from customers to its App Tracking Transparency privacy feature.
During the company's Q3 2021 earnings call, Cook was asked how the change to Identifier for Advertisers tracking tag handling was developing, and how it was influencing the trajectory of advertising within Apple's services.
"We've been getting quite a bit of customer reaction, positive reaction to being able to make the decision ... on whether to be tracked or not," Cook said, adding that the feature seems to "be going very well from a user point of view."
Apple's App Tracking Transparency feature requires app makers to obtain consent from users before tracking them across websites and apps using IDFA or other tracking tags. The feature was released earlier in 2021 in iOS 14.5.
According to the latest estimates from marketing firms, about 80% of iOS users are using ATT to block tracking on their own devices. Because of that, many advertisers are seeing an average revenue decline of about 15% to 20%, some estimates say.
A May survey of about 3,000 iPhone and iPad users in the U.S. found that about 73% of respondents agreed with the new privacy changes.
6 Comments
I wish these articles would be more clear. Who is seeing a 15%-30% reduction in revenue?
1. The people selling the actual app/widget/service being advertised?
2. The ad broker (network) who (that) sells the ad space to the widget maker/service provider?
3. The ad space provider (for example, AI)?
I asked the same question a few weeks ago in an article on this ATT topic.
That number would be higher if the manipulative app developers didn’t “warn” us about how great tracking is with cute little graphics before Apple asks.
I’m hoping this is a new era of privacy for Apple. With the positive feedback maybe we’ll see an “identity blocker” where all cookies and tracking are automatically set to “off” with no annoying pop-ups and if legal, a default ad blocker better than any on the market. What would be great is an ad blocker that allows ads on webpages but blanks them out and shrinks them like this:
______________
Or better yet it Apple can create a way where the site thinks you’re receiving an ad but it’s gone altogether!
What I don’t like about this article and specifically Apple’s comments is they aren’t plain and straight forward. “ATT” and “third party”. I understand it but the average person is clueless to how significantly this blocks your private data from being collected.