iOS 14.5 launch makes advertisers flee to the Android platform

With the majority of iOS 14.5 users opting out of ads tracking them, advertisers are looking to Android for greater effectiveness.

According to data from the Post-IDFA Alliance, only 36.5% of iOS 14.5 users choose to allow ads to track them, and that's causing an exodus of advertisers to Android.

A standout feature in iOS 14.5 is App Tracking Transparency that allows users to prevent ads from tracking them in apps and on the mobile web. To do that, this controversial feature disables one of the widely used authentication metrics when tracking iOS users – IDFA.

An alliance of advertisers, calling themselves the Post-IDFA Alliance, which includes AdColony, Fyber, Chartboot, InMobi, Vungle and Singular, has collected their advertising data and compared it to find out how the market is doing. move.

They found that the amount of money pouring into advertising on Android has increased from 8.3% to 21% for these companies. This strong uptrend is accompanied by a sharp overall decline in iOS ad spend, but only by 3%. Vungle is the only company to see an increase in spend on both platforms, with 21% on Android and 3.3% on iOS.

The alliance says the changes in ad spend are just a test to look for trends in the industry. Ultimately, they argue, ad spend will increase across the industry.

Previously, in the two weeks after iOS 14.5 was released, the Post-IDFA alliance said that the installation rate of the new operating system was only from 11.5% to 14.92% and called it "acceptable level". Lowest deal regarding iOS updates". The data later turned out to be incorrect – iOS 14.5 install rates were the same at launch and were even slightly higher than those of iOS 14.1 and 14.2.

According to AdColony data, only about 36.5% of iOS 14.5 users accept data collection. Another member of the alliance, Singular said, only about 16.8% of users accept this. Even about 18.9% of users choose to completely turn off the "Allow Apps to Request to Track" button in the Settings section of the iPhone.

Other members also showed variation in ad tracking approval rates, but even with as low as 16.8%, neither number represents a worst-case scenario. this industry.

Targeted advertising costs are going down. The advertising industry expects this cost to drop with the release of iOS 14.5, but it's only temporary. Other partners in the alliance predict that this cost will increase steadily as marketers become more confident in their ad performance despite the arrival of App Tracking Transparency.