Ad-measurement company Tenjin: following Apple's IDFA changes, spending on iOS ads fell one-third between June 1 and July 1, while Android spending rose 10%
Tenjin's reading reinforces the earlier post-ATT shift toward Android ad spending, where high iOS tracking opt-out rates coincided with reduced iOS budgets. It turns a policy change around IDFA into an allocation decision by advertisers.
Advertisers are reducing iOS budgets while increasing Android spending, shifting near-term mobile acquisition demand toward Android inventory.
Tenjin and other measurement providers must assess iOS campaigns with far less user-level tracking data as fewer than one-third of users opt in.
Second-order effects
Facebook's advertisers face weaker audience targeting and campaign measurement on iOS, increasing pressure to redirect acquisition budgets or change campaign objectives.
Android ad inventory gains demand from marketers seeking more measurable campaigns, strengthening the relative value of its tracking-enabled audience data.
Third-order effects
Mobile advertising is moving from cross-app, user-level attribution toward privacy-constrained measurement, with platform privacy rules increasingly determining where performance budgets flow.
If advertisers continue to price measurability above platform reach, Apple and Android will compete not only for users and developers but also on the data available to ad buyers.
The trend: Apple's ATT-era privacy controls are reallocating mobile ad spending toward platforms and campaigns where attribution remains more usable.
“Less than 33% of iOS users opt-in to tracking” I am shocked that people are tired of getting their private data tracked, sold and leaked. Shocked! https://www.wsj.com/...
This is an important story. Especially noteworthy given that Apple users tend to spend more (i.e. have more). So, as Google effectively sticks with mandatory ad tracking for Android, those with more get targeted less, those with less get targeted more. https://www.wsj.com/...
Literally nothing of this is surprising, was well predicted by all research, but even intuitively it makes sense. Zero reason to expect this would be any different on the web: big platforms richer, publishers poorer. https://twitter.com/...
@marlontaze Advertisers care about return on investment. You spend $5 in ads to sell a $200 camera. If worse targeting due to privacy changes means you need to buy $20-$30 worth of ads to find someone who wants a camera then it isn't worth it. So you find an alternative or stop b…
@compound100x There's lots of noise about how IDFA will destroy FB since the company said it could hit its Audience Network by “more than 50%” but Audience Network is its outside ad network and less than 10% of revenue. FB still has lots of unique info. CPMs will keep rising long…
@Larryjamieson_ @compound100x Yes, IDFA really hits hard on view-through conversions where a user sees an ad and then later completes a purchase hence why FB is pushing hard on in app commerce as it will close the loop on ad effectiveness.
@aripap Oh definitely. Because consumers totally get the value proposition of trading their data for advertising that supports free services. That's why so many opt in... hey... wait a minute...!
@TidefallCapital @compound100x The recourse to first party data is the WORST case scenario too. In a world where you can only rely on first party data, Facebook is still a clear winner. So much noise - just back up the truck on zuck.
So I've asked fb/IG to stop tracking me. But looks like the IG recs are still as good as ever. How did they do that? Lots of $fb experts around here, anyone knows how they've gotten around this apple thing?
@compound100x A massive mountain of first party data. They don't need to rely on watching what we do when we leave their sites because they have such great signal from everything that happens on their sites. This is also getting stronger with their push to bring ecommerce onsite …
I knew Apple's anti-tracking rules would have a mobile advertising business effect but even I'm surprised at the overall (and I suspect growing) impact https://www.wsj.com/...
As expected, iOS developers are making less money from ads with Apple's ATT changes while advertisers flock to Android. Next will be apps switching to IAPs & subscriptions to make up the difference of which Apple will get a 30% cut. Privacy is lucrative. https://www.wsj.com/...
The reason why Apple Search Ads became available in China only last month is because CAID lost support and the project failed A win for Apple but also for the Chinese government that would control the increasing economic power of Tencent, ByteDance,.. https://www.ft.com/... https…
As I described a few months ago (https://www.adexchanger.com/ ...), CAID was a literal ‘fingerprint ID’. Its demise is great news for user privacy, but also confirms just how effective Apple can be as the unilateral decision-maker for the iOS platform. https://twitter.com/... htt…