- ⏰ 2 hours ago (Updated 2 hours ago)
- Julian Russo
Since iOS 14.5, Apple has included a fantastic feature to ask apps not to track our activity. According to a recent document shared by Apple, this novelty dedicated to the protection of our privacy is very popular!
Many of you systematically refuse advertising tracking
You have certainly already seen this pop-up several times when opening an application: “Allow … to track your activities in other companies’ apps and websites?”. Since iOS 14.5, developers have the obligation to ask your permission to track your activity beyond their application. Since the inception of smartphone and tablet apps, indie developers and enterprises have always done so behind our back without our consent.
According to Apple, users’ response to iOS 14.5’s anti-ad tracking is impressivethe Californian giant explains that according to its data, most iOS users (not to mention those on iPadOS) refuse targeted advertising and accept advertisements that are no longer personalized to their preferences.
How did Apple get these stats?
The company says it observed users who searched for apps in the App Store search engine. According to the Cupertino company, 78% of devices that searched had rejected tracking to get targeted ads in the App Store.
Through this result, Apple thinks that the functionality which consists in blocking advertising tracking meets a nice success since it makes sense that if users decline on the App Store, they do so for other apps as well.
For the majority of customers, privacy is not sorted through apps they trust or not, but through their personal beliefs.
Another interesting information, Apple mentions a financial loss almost non-existent for developers who have a lot of users who reject ad tracking. The Cupertino company explains that some developers would even win more money by offering classic ads without targeting.
Apple estimates that customers who have opted in to personalized ads have a conversion rate of 62.1% for advertisers. Those who decline targeted advertising have a conversation rate of 62.5%.
Obviously this is an average, not all developers do so well with ads that don’t use any targeting.
What Apple says today was found at Snapchat, just 3 months ago. Despite a bumpy start, the app seems to have found its own balance since the launch of ad anti-tracking.