The change of IDFA reduced the share of IOS advertising expenditure to 37% From PubMatic

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Apple’s IOS 14.5 update makes advertisers and other platforms (such as Facebook) scrambling to know how to track users who block Apple’s advertiser ID (IDFA). Another update, IOS 15, which will be released this fall, promises to further limit location data and IP addresses.

However, according to our data, these choices around IDFA are likely to be a gospel to provide advertisers with a higher value audience. In the past few months, pubmatic has evaluated the impact of IDFA policy changes by studying about 1 trillion bids, including supporting information such as exhibition volume, revenue and ECPM data.

Is the buyer eager to turn the programmed purchase of advertising to Android devices because of the new IDFA restrictions? The digital display is. From May to July, the share of Android mobile application expenditure increased from 54% to 63%, and the share of IOS mobile advertising expenditure decreased from 46% to 37%.

But the path to privacy is still changing.

The initial impact of IOS 14.5 reduced the presence of IDFA in advertising requests by 30 percentage points. With the popularity of 14.5 IOS, the restrictions are becoming more and more extensive. About 2 / 5 of users have accepted the request to join advertising and continue to expand. Of course, iPhone users want their data protected; They can also receive ads based on application tracking restrictions, because they can get some return by watching ads.

The application itself contains a large amount of behavior and background data about the audience and individuals. Selecting the join option can maintain accurate target orientation.

Every advertiser knows that consumers who are authorized to receive advertising are always more valuable than those who receive a large amount of unrestricted information. This is especially true for customers who choose to join the app store, because IOS users tend to earn more than Android users, and they spend more in vertical areas corresponding to app use and interest.

Just because app store users must now be granted the right to be tracked does not mean that advertisers cannot contact and interact with them. It is important to know which consumers want to participate and how.

Read more: pubmatic: mobile advertising index report in the first quarter of 2020 pubmatic: mobile advertising index report in the second quarter of 2019 pubmatic: Q2 mobile advertising expenditure report in 2020 pubmatic: global online advertising trend report in 2020 Amazon: awakened advertising data the most expensive mobile game application in 2014 – infographic the favorite devices and applications of enterprise CEOs – data information chart WARC: global advertising revenue will reach US $616 billion in 2019 Dentsu Aegis: global advertising expenditure will reach US $625 billion in 2019 Dentsu Aegis: 2018 global advertising expenditure forecast report Dentsu Aegis: 2018 global advertising expenditure report WARC: UK advertising expenditure of £ 10.8 billion in the first half of 2017 Dentsu Aegis: June 2017 advertising expenditure forecast report Dentsu: 2021 Forecast of global advertising expenditure GroupM: year end report of UK advertising industry in 2020

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