The state of measurement, privacy, and compliance


What’s inside

AppsFlyer and IDC present the survey results of senior advertising decision makers within the US, the UK and Germany.

The questions probed participants about their practices, experiences and attitudes with regard to mobile measurement, privacy regulations and compliance with those regulations.

Key findings within the study:

  • Sixty-six percent of advertisers reported they use measurement routinely, another 28% are experimenting with it, 5% are considering adoption
  • In the U.S., advertisers’ top concerns regarding possible consequences of alleged privacy violations were revenue loss, reputation loss with clients and the general public, hampered operations and being fined
  • If a company was fined, the toughest punishment was given to U.S. companies: an average of 4.4% of total annual revenue, roughly twice as high as companies in the UK (2.3%) and Germany (1.7%)
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