Two years into Apple’s ATT, ad-tech still sees growth despite slowdowns

Two years after Apple’s App Tracking Transparency went into effect, the framework is looking more like Schrödinger’s cat than a total poison pill for ad-tech.

When video platform Connatix analyzed audience-based buys, it found that iOS traffic makes up just 48% of ad revenue despite iOS devices accounting for 64% of total traffic. On the other hand, Android devices accounted for 52% of ad revenue despite only making up 36% of ad requests.

Others have seen somewhat of a recovery with iOS devices since ATT went into effect. According to InMobi’s Appsumer data, iOS share of spend fell from around 50% before ATT to 37% in the first few months after it went into effect, but it’s now returned to 50% in recent months.

Publishers are much more aware of the impact than advertisers, said Connatix head of client success Binda Patel, who added that in-house teams noticed it more than advertisers that outsourced media buying to agencies.

Opt-in rates of users have been higher than the industry originally expected, said Brian Quinn, U.S. president and GM of AppsFlyer, a mobile analytics provider. However, the average opt-in rate across all industries has ticked downward from 46% after the first year to 45% after the second. Some industries have seen more success, with shopping apps having an 82% opt-in rate.