Advertisers are moving away from iOS towards Android amid App Tracking Transparency policies, according to a new report from the Post-IDFA Alliance. They suggest that, since the release of iOS 14.5, more advertisers had increased their spending on Android, suggesting a shift away from iOS and a change in spending behaviour.
The report also suggests that just 36.5% of iOS 14.5 users have opted into ad tracking.
Of course, these changes are likely to settle in the medium-term. Apple introduced iOS 14.5 after months of delays to appease advertisers, but the changes still caused shockwaves and forced some advertisers to rethink their strategies overnight. According to the Post-IDFA Alliance, CPM prices will increase and advertising on iOS will become more expensive going forward, which could mean Android devices are more popular to advertisers.
Speaking in their report, a spokesperson for Post-IDFA said: “Reports on changes to ad spend on iOS vary between alliance partners. Some report a decrease in spending, ranging between 2.51% (AdColony) to 3.59% (Singular). Vungle, on the other hand, has seen spending on iOS increase by 3.32%.
“Post-IDFA alliance partners all report an increase in Android spends in the two weeks following the release of iOS14.5. These include Liftoff finding an 8.29% rise and Vungle finding a 21% increase. The trend suggests that marketers may be spending more on user acquisition if you combine iOS and Android figures.”
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