It seems Facebook was right to worry about id-tracking
Apple’s new iOS 14.5 includes a new privacy feature so users of apps have to agree to id-tracking for advertising. Advertisers, especially Facebook were critical. Analytics of the acceptance of the privacy feature indicate that advertisers were right to worry.
Initially just 4% of US iOS 14.5 users have opted in for tracking which means 96% did not. Worldwide some 12% have opted in for the tracking.
The numbers come from Verizon-owned Flurry Analytics and Engadget and even if the numbers can improve after some more pushing, after some ten days of use, it is clear that many reject the tracking.
Facebook, depending a lot on advertising revenue, has pent a campaign arguing in favour of accepting the id-tracking saying that advertising ensures access to free services on the internet. Apple CEO Tim Cook made a statement fiercely attacking Facebook and defending the new software version saying it has been implemented out of respect for users’ privacy.
Some apps included a page arguing in favour of accepting the tracking in connection with asking the mandatory question is users accept tracking or not.
When Apple released iOS 14.5 in late April, it included a policy called App Tracking Transparency for iPhone, iPad, and Apple TV. Apps are forced to request users’ permission to use techniques like ID for Advertisers to track the users’ activity across multiple apps for data collection and ad targeting purposes.
The analysis from Flurry Analytics shows users rejecting tracking at much higher rates than were forecasted in surveys prior to the launch of the software update. However, the analysis does not include break-down on app level so it can’t be determined if there are different levels of track acceptance between app categories.
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