Apple has managed to grow its share of overall app advertising spend in certain regions on the back of its removal of the IDFA, according to a new report from WARC.
WARC analysed data from AppsFlyer to measure the change in Apple’s market share across key regions since the introduction of iOS 14.5.
The study found that Apple had managed to increase its share of app advertising spend, but mainly in regions where it already had a 40 per cent share of advertising spend before iOS 14.5.
In Australia and New Zealand, app ad spend has lifted around 3.5 per cent to reach approximately 45 per cent.
However, in India, where Apple’s ad share sits at around 10 per cent, it actually fell roughly 2.5 per cent.
This would suggest that advertisers are more willing to move away from Apple in regions where there is a lower market share of iOS devices.
Globally, an increase in Android investment saw Apple’s overall market share of 42.7 per cent drop slightly to 41.8 per cent since iOS 14.5.
Apple’s decision to move away from the IDFA in favour of the new app tracking transparency (ATT) framework, which came into affect in April, now requires apps to explicitly gain a user’s consent before it can track them.
Reload Media general manager Alex Gannon recently said that the iOS 14.5 privacy update will help create a more privacy-compliant digital advertising ecosystem will benefit everyone involved.
“The general trend that a user’s privacy is now being put at the heart of these sorts of updates is a welcome one, both for consumers and for brands alike. It will reward those advertisers who create great products, provide excellent customer service and market those benefits effectively,” she said.
Early reports suggest that around 25 per cent of Apple users are opting in for tracking.
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