At the end of April, Apple simultaneously with the launch of the iOS 14.5 update launched a new privacy policy. The Post-IDFA Alliance, a coalition of advertising services and platforms, reported that after that, advertising on iOS fell in price, and on Android it rose sharply.
Source: Post-IDFA AllianceImportant: the data from the report is current as of May 9, 2021.
The Post-IDFA Alliance promises to update these statistics every few weeks.
The main conclusion of the Post-IDFA Alliance:
- On average, about 12.9% of users have updated iOS to version 14.5. For different companies from the alliance, this figure differs, but only slightly. It ranges from 11.5% to 14.92%;
- of all the users who updated iOS, only 16.8% allowed applications to track personal data. Although according to AdColony calculations, 36.5% of users gave consent to data processing;
- at least two companies have reported a decrease in advertising costs on iOS. AdColony — by 2.51% and Singular — by 3.59%. While Vungle claims that advertising on iOS has gone up by 3.32%;
- CPM (price per thousand impressions) on iOS fell by 2.4% according to Liftoff estimates or by 8.73% according to AdColony estimates;
- All members of the Post-IDFA Alliance noted that advertising on Android has become more expensive. For example, Liftoff indicated that advertising expenses increased by 8.29%, while Vungle believes that they jumped by 21%.
“Changes are forcing marketers to experiment with costs, and the data confirms this,” the Post-IDFA Alliance said. “If you combine the iOS and Android indicators, you will see an increase in advertising spending throughout the industry.”
The Post-IDFA Alliance was founded on February 17, 2021. Now the coalition includes seven companies: Liftoff, AdColony, Vungle, Singular, InMobi, Chartboost and Fyber. Their goal is to help marketers and mobile publishers solve problems due to Apple’s IDFA restrictions.