Apple decides to change the rules

On 2021 Apple released iOS 14.5, its big new software update for iPhones. It adds a lot of new features, but the one that’s been grabbing headlines is its new privacy change, which gives users more transparency and control over apps that want to track them for advertising.

IOSApple's 14.5long-debated, includes thelong-awaited App Tracking Transparency framework,feature whichand policy will now be fully enforced starting with the release of iOS 14.5.

A large portion of the apps in the App Store for these devices utilizes a tracking technique called ID for Advertisers (IDFA) to track users' activity between multiple apps published by multiple companies, to inform ad targeting and other monetization and data collection techniques.

On 2020, Apple announced that it would begin requiring all apps to ask for users' permission in advance to do this on an app-by-app basis. Anticipating that many users would opt out and that the change would therefore significantly impact revenue, various app developers and ad networks have criticized the move, saying it will hurt big and small businesses alike.

Those critics are not making that up: the move is expectedlikely to have majora implicationssignificant impact on the bottomline for themany waytypes mobileof advertising operates.

You’ll see a pop-up when you open an app that wants to access that your unique device ID for advertisers. That pop-up will ask if you want to be tracked and will show why the app wants you to opt in. For instance, an app might say you’ll get a better ad experience if you allow tracking.

Many companiesapps that rely on online advertising havefor saidrevenue. But Apple maintains that users' control over how they are tracked and how their data is used and accessed is the privacymost changeimportant concern at hand.

Current Situation

These Apple changes will reduceimpact us as well. However, the effectivenessprimary andthing profitabilitywhat ofwe targetedcan ads.do Facebookis hasto wagedgive a campaignbetter againstview thewhat changeis and appears set to lose revenue as a result of it. But it’s not clear just how much. Analysts at MKM Partners said they believedhappening in the secondmarket. halfThe below table gives insights on how many identified bid requests Eskimi has received in 7 day period. Identifier is important when it comes to targeting and capping. 

Identified Requests - bid requests that had IDFA and received in 7 day period.

Total Requests - all bid requests received in 7 day period.

Identity Rate - indicates percentage of lastidentified yeartraffic from all received traffic. Calculated: IDENTIFIED REQUESTS / TOTAL REQUESTS * 100%

COUNTRY	IDENTIFIED REQUESTS	TOTAL REQUESTS	IDENTITY RATE (%)
Argentina	44,610,612	80,865,006	55.17
Armenia	97,994,608	143,848,684	68.12
Australia	575,038,935	1,162,533,109	49.46
Azerbaijan	24,909,631	38,157,544	65.28
Bahrain	41,786,451	70,406,424	59.35
Bangladesh	47,613,371	74,610,133	63.82
Belarus	33,679,367	59,103,149	56.98
Brazil	57,215,499	93,430,096	61.24
Bulgaria	3,317,651	5,271,467	62.94
Burkina Faso	210,423	273,501	76.94
Cambodia	85,384,004	119,311,183	71.56
Cameroon	26,399,547	37,336,257	70.71
Chad	1,057,992	1,550,040	68.26
Chile	31,786,699	48,146,759	66.02
Colombia	23,817,273	39,794,663	59.85
Czechia	7,628,307	17,717,246	43.06
Democratic Republic of the Congo	15,947,395	22,144,410	72.02
Egypt	88,642,398	166,917,357	53.11
Gabon	5,856,980	9,276,305	63.14
Georgia	116,062,689	190,395,292	60.96
Ghana	227,602,588	334,230,122	68.1
Greece	16,064,618	18,947,714	84.78
Hungary	1,638,124	3,652,653	44.85
India	186,079,630	295,290,523	63.02
Indonesia	249,724,395	365,905,857	68.25
Ivory Coast	24,245,771	33,129,942	73.18
Jordan	5,034,178	5,334,573	94.37
Kazakhstan	42,537,013	69,104,383	61.55
Kenya	39,921,477	75,633,024	52.78
Kuwait	99,995,277	136,297,360	73.37
Kyrgyzstan	15,685,647	24,784,200	63.29
Lithuania	34,648,500	74,985,228	46.21
Malaysia	236,523,119	385,159,845	61.41
Myanmar	30,858,210	47,328,172	65.2
Nepal	30,299,603	49,106,385	61.7
Nigeria	312,966,031	471,824,897	66.33
Oman	8,249,217	15,487,769	53.26
Pakistan	25,109,488	40,552,414	61.92
Philippines	185,888,690	315,910,139	58.84
Poland	55,745,563	78,558,049	70.96
Qatar	75,411,112	132,076,932	57.1
Republic of the Congo	5,371,765	7,709,673	69.68
Romania	4,027,420	9,728,136	41.4
Russian Federation	89,191,122	102,556,054	86.97
Saudi Arabia	315,063,355	438,320,650	71.88
Singapore	190,963,974	374,667,330	50.97
Slovakia	2,382,415	5,152,441	46.24
Slovenia	6,509,927	8,359,918	77.87
South Africa	408,149,408	933,822,925	43.71
Sri Lanka	38,227,617	54,972,291	69.54
Sweden	39,054,833	54,977,267	71.04
Taiwan	2,768,812	4,884,174	56.69
Thailand	388,533,368	694,701,492	55.93
Turkey	193,218,578	334,749,962	57.72
Uganda	29,241,552	40,892,176	71.51
Ukraine	392,582,624	683,211,344	57.46
United Arab Emirates	166,992,511	302,587,749	55.19
Venezuela	2,201,641	2,294,660	95.95
Vietnam	285,021,407	442,718,700	64.38
Zambia	14,097,318	21,751,328	64.81

Full country list: https://docs.google.com/spreadsheets/d/1jEJrXikDWvqie4oy846fjxtktqq6d02iQxL-JJ8Ak2o/edit?usp=sharing

DATE	IDENTIFIED REQUESTS	TOTAL REQUESTS	IDENTITY RATE (%)
2021-06-14	1,584,739,674	2,760,978,769	57.4
2021-06-15	1,552,134,889	2,639,048,788	58.81
2021-06-16	1,874,397,040	3,141,122,722	59.67
2021-06-17	1,848,458,712	3,126,053,446	59.13
2021-06-18	1,924,325,671	3,193,631,646	60.26
2021-06-19	1,992,838,848	3,292,191,770	60.53
2021-06-20	1,949,012,331	3,315,953,177	58.78

Insights

88% of all the countries had >50% identified traffic. This indicates that Apple’sin changes would have more impact but as88% of lastall weekmarkets expectedover 50% of all received traffic had an identifier. 

63% of all the countries had >60% identified traffic. This indicates that in 63% of all markets over 60% of all received traffic had an identifier. 

25% of all the countries had >70% identified traffic. This indicates that in 25% of all markets over 70% of all received traffic had an identifier. 

6% of all the countries had >80% identified traffic. This indicates that in 6% of all markets over 80% of all received traffic had an identifier. 

While when it comes to daily analytics there is no significant drop for the identified rate. The average identity rate seeks 58%-60% on a “fairlyglobal fleetingscale. 

and

The minimalkey fundamentalinsight impactthat oncan be draw from the ecosystem.”

results

is - users are hesitating to adopt iOS 14.5. This is why the rate is still high in all of the markets.