In the second week after Apple began offering the choice of opting in to app tracking or opting out via iOS 14.5, iPadOS 14.5, and tvOS 14.5, Flurry analytics data reveals that very few Americans are choosing to allow apps to track them across apps and sites. Flurry’s daily data is based on 5.3 million users, of which 2.5 million are in America.
Apple’s App Tracking Transparency allows you to choose whether an app can track your activity across other companies’ apps and websites for the purposes of advertising or sharing with data brokers.
With iOS 14.5, iPadOS 14.5, and tvOS 14.5, apps must ask for permission before tracking your activity across other companies’ apps and websites. Tracking occurs when information that identifies you or your device collected from an app is linked with information that identifies you or your device collected on apps, websites and other locations owned by third parties for the purposes of targeted advertising or advertising measurement, or when the information collected is shared with data brokers.
Until now, apps have been able to rely on Apple’s Identifier for Advertiser (IDFA) to track users for targeting and advertising purposes. With the launch of iOS 14.5 this week, mobile apps now have to ask users who have upgraded to iOS 14.5 for permission to gather tracking data.
Flurry Analytics, owned by Verizon Media, is used in over 1 million mobile applications, providing aggregated insights across 2 billion mobile devices per month. For this report, Flurry will be updating every weekday by 10am Pacific Standard Time the daily opt-in rate…
MacDailyNews Take: The only thing surprising is that 4% of Americans and 12% of users worldwide are opting in.
As we wrote last month, from personal experience, nearly twenty years now (!), the life of an independent publisher is an interesting one!
Right now, online ads don’t pay the bills (if you can, please help by contributing or by whitelisting us in your ad blockers), so the prospect of ad prices dropping further as a result of Apple’s App Tracking Transparency is daunting, but also exciting as any shakeup also holds the prospect of going the opposite way, where ads – and fewer of then, too – actually work to finance the site. When that was the case, visitors got a site for free and we were able to do the work and pay the bills. Then ad rates dropped, ad blocking arose, the number of ads increased causing more ad blocking, and many high profile independent websites have gone belly up in recent years.
By the way, we’re all for Apple’s App Tracking Transparency privacy push. Users should know what data they’re sharing – before they share it – and be able to control it at will.
Privacy means people know what they’re signing up for, in plain English, and repeatedly. I’m an optimist; I believe people are smart, and some people want to share more data than other people do. Ask them. Ask them every time. Make them tell you to stop asking them if they get tired of your asking them. Let them know precisely what you’re going to do with your data. — Steve Jobs
Anyway, we’ll see how App Tracking Transparency shakes out. The online ad situation as it exists today isn’t working very well (or at all), so hopefully it results in a positive change that doesn’t just benefit Big Tech, but also helps long-suffering independent publishers like us, too!
As an aside, we’re currently seeing about 15% of our revenue goal financed by reader contributions about a year after launching it at the request of longtime readers who prefer to use ad-blockers, but who would also like to be able support the site’s continued operation. We thank you so much for supporting our independent tech blog. You’re the reason we’re still here today!
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Another 20% of our revenue goal is brought in via ads. Yes, we’re currently operating at about 35% of our revenue goal which is, uh… suboptimal, but we’re beginning to come off the COVID-19 shock to online advertising and now ready to see what App Tracking Transparency will do – hopefully good things!