The Mobile Marketing Association and AppsFlyer surveyed marketers about the implication of Apple’s privacy related updates to their business outcomes.
Key findings include:
- Marketers have varying degrees of familiarity with Apple’s new protocols for measurement that will be implemented with iOS 14 (IDFA). Thirty-seven percent have little to no understanding of the new protocol.
- The majority of marketers expect a negative impact of these changes on their capabilities. They expect to lose around 50% of identifiers under the new opt-in protocol with targeting, measurement and attribution the most challenged.
- Many marketers are not sure how to approach the upcoming changes, especially when it comes to adopting Apple’s SKadNetwork and are also not sure if their mobile attribution providers can tackle the new challenges.