Apple is iOS 14.In 5, the application tracking transparency (App Tracking Transparency, hereafter "ATT"), that is, "when tracking users on a web or app with different apps, the user must obtain the explicit permission of the user".A few months have passed since the introduction.It has been reported that the price of mobile advertisements for iOS users has dropped, and advertising costs for Android users are soaring.
According to THE WALL STREET JOURNAL, advertisers have begun to change their spending patterns since Apple introduced ATT to the iPhone and iPad.
"The digital advertiser has said that he has lost many detailed data that has been effective in mobile advertising for iOS devices and justified its price. In recent months, advertisers have earlier advertising expenses for iOS.Marketing staff and Ad Technology (advertising technology) companies say that they are developing much less. "
Tinuiti Inc of digital advertising agency.According to the company's Facebook advertising client, the cost for Android users in May increased 46 % year -on -year and 64 % in May.It is said that advertising expenses for iOS have increased from 42 % in May (year -on -year) to 25 % in June.
It also states that advertising prices for Android are about 30 % higher than for iOS.However, the advertising cost for Facebook, which should have been wary of ATT as much as "allow for tracking if you want to keep using the app for free," has increased at least for Tinuiti customers, rather than decreasing overall expenditures.It is suggested that it has been a big share for Android.
And although advertising costs for Instagram and Facebook apps, which are at the core of Facebook business, have decreased after the introduction of Apple's ATT, not as other third -party apps.
The reason for the reason is that Facebook has changed the advertising tracking tool Audience Network, which has been greatly dependent on device identifiers (IDFA that is restricted by ATT).According to WSJ, Facebook is a context that takes into account the time zone and the content of the app as a method of continuing to provide advertisers to advertisers in the e -mail last week, even if a specific identifier is not available.He said he would add a function to post ads.
iOS 14.Immediately after the ATT was implemented along with the 5 distribution, there was a survey that 96 % of users have disable app tracking in the United States.After that, post-idfa alliance announced that some advertisers were reducing their expenses on iOS and increasing advertising costs for Android, and some reported that advertising prices for iOS were crashing.Is the form of WSJ coverage supporting.
Facebook has been rumored to be preparing for an antitrust lawsuit against Apple's ATT, but opening the lid will reduce the income for iOS, and the more compensated for that, the more Android advertising income has increased.It seems to be there.
If you are a high -tech company like Facebook, which has a huge amount of development and technical skills, it is not difficult to control the damage to Apple's countermeasures, and it seems that the mobile market can even turn it into a positive, but that much power can be made.Small and medium -sized enterprises may be struggling.
Source: The Wall Street Journal
VIA: 9to5mac
