Since the rollout of Apple's App Tracking Transparency (ATT) in April 2021, the landscape of user privacy and advertising in apps has significantly evolved. As of Q1 2024, there's a noticeable increase in user opt-in rates, with 51% of gaming app users and 46% of non-gaming app users consenting to tracking, reflecting rises of 10% and 3% respectively. Alongside user behavior, developer adoption has also grown, with 84% of gaming and 68% of non-gaming app developers now incorporating the ATT prompt - a respective 16% and 14% increase in compliance. This change has been mirrored by a substantial rise in advertising expenditure on iOS platforms, seeing a 28% surge in total ad spend year-over-year, vastly outpacing Android's 5% growth. Additionally, non-organic app installs have seen a significant uptick, particularly on iOS, marking a 51% year-over-year increase, which highlights the evolving dynamics of digital marketing driven by heightened privacy measures.
User opt-in rates:
Ad spend:
Non-organic installs:
Developer opt-in rates:
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