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iOS users are opting not to be tracked and it’s creating marketing mayhem
- Tuesday | 13th July, 2021
Unsurprisingly, iOS users are opting not to be tracked which has led to an exodus of marketing money from iOS which does not appear to be going to Android but instead returning to where it came from. Data from Branch Metrics Inc. indicates that less than 33% of iOS users agree to be tracked which far higher than I would have expected. This is because iOS users are given no incentive by the owners of the apps and services to consent to tracking. This makes advertising on iOS less effective than marketing to PC users and only slightly better than the traditional routes of TV, broadcast radio, and so on. Hence, this corresponds to a loss of 16.5% of total mobile advertising spending on mobile phones in the USA.
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