Select Page

What effect has iOS 14.5 had?

  • Since rolling out at the end of last month, a scant 4% of Apple iOS 14.5 users have consented to allow apps to target them for ad targeting purposes, according to Verizon Media’s Flurry Analytics.

  • The privacy-first software update hands back control of tracking to the individual whenever an app is opened, updated or downloaded, with express permission now required before tracking can be enabled.

  • Privacy-conscious users can also mandate an across-the-board opt-out of all tracking requests without the need to laboriously reject each app individually.

  • As this functionality is buried deep within Apple’s system settings, just 3% have so far utilized this particular feature.

  • Early analysis by the analytics specialists bases their findings on data received from 2.5m devices to arrive at a consistent 4% figure within the US.

  • The picture is not much better worldwide, with global opt-in rates hovering at around 12%.

What ramifications has this had?

  • The findings constitute bad news for Facebook in particular, which has positioned itself in the vanguard of efforts to prevent the change from being implemented.

  • Facebook argues that the changes will undermine its ability to offer targeted advertising, damaging revenues for itself but also small businesses, which it has always argued consumers prefer. 

  • Apple has also been adapting to the new regime, increasing the advertising acreage available on its App Store to enable app developers to advertise directly from the search tab.

  • In positioning itself as a consumer champion, Apple has severed advertisers’ control over their digital messaging, with ongoing ramifications for identity resolution, ad targeting and measurement.