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Apple’s IDFA changes may have little impact on brand metrics
20 July 2021
Apple’s IDFA changes may have little impact on brand metrics
Customer loyalty schemes Data management Data protection & privacy

Fears that Apple’s App Tracking Transparency (ATT) prompt will have calamitous implications for mobile marketers may prove to be misplaced, according to a study by IRI.

Background

As part of the latest iOS 14 update, app developers must ask Apple device users for permission to access their Identifier for Advertisers (IDFA) to enable personalised ads. Data suggests only a quarter of worldwide users are agreeing to app tracking, with numbers even lower (16%) in the US.

New research

  • IRI studied historical campaigns from five brands – three in the food category, two non-food – to explore...

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