Just 11% of iOS 14 users have allowed ad tracking | WARC | The Feed
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Just 11% of iOS 14 users have allowed ad tracking
Only one in ten (11%) mobile users with iOS 14 have allowed app tracking and this drops to just 4% in the US, according to data from mobile analytics company Flurry Analytics.
Why it matters
This is a clear challenge to the more than $200bn spent on mobile advertising, which is reliant on targeting, personalisation and attribution.
The true impact on investment is yet to emerge, though, as less than 10% of users have upgraded to iOS 14.5. Flurry Analytics adds that it expects adoption to accelerate rapidly around a month after launch, which would be in the...
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