One of the reasons why advertisers love your data is because it lets them know what you’re interested in and they can serve up ads that are more likely to make you buy a product. This works out for the advertisers and also the companies that advertise through them, but Apple threw a wrench in those plans with its App Tracking Transparency feature.
This basically stripped advertisers of all key information about the user, making their ads less valuable, which is why it doesn’t come as a surprise to learn that according to a report from the Post-IDFA Alliance, it seems that advertisers are now flocking more towards Android and are spending less on iOS.
Another report from the Wall Street Journal has also revealed that the prices for advertising on Android have gone up by 30% compared to iOS, but advertisers still feel that it’s a price worth paying as they will be able to create more relevant and effective ads. This doesn’t mean that advertisers are abandoning iOS entirely, but Apple’s efforts have made advertising on Android a lot more lucrative.
That being said, this could be a short-lived success. This is because earlier this year, it was reported that Google could be considering implementing something similar to Apple’s App Tracking Transparency to Android, albeit a less stringent version, so it will be interesting to see if that could have a negative impact on advertisers as well.