Only 26% of Apple users allow app tracking when prompted | WARC | The Feed
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Only 26% of Apple users allow app tracking when prompted
Just one-quarter of Apple users with iOS 14 have allowed app tracking when shown the App Tracking Transparency prompt, according to data from mobile analytics company Flurry Analytics.
Why it matters
More than $200bn is spent on mobile advertising each year and Apple's emphasis on data privacy puts pressure to the data-driven targeting that underlies this advertising investment. For example, WARC's latest research finding that 62% of marketers believe the 'death of the cookie' will significantly impact their mobile marketing strategy.
Takeaways
- One-quarter (26%) of app users worldwide who were shown the prompt agreed to app tracking, a...
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