“Because there are a lot of unknowns around the impact of Apple’s move, some marketers are allocating budgets to places where they have more control over measurement, i.e Android, Ido Raz of advertising company Bigabid told Digiday. “It’s more like budgets are leaning more toward Android.”

“[Publishers] that used to be iOS-first are starting to reevaluate the importance of their Android apps, even in markets like the U.S. [that] is historically iOS heavy,” said Inmobi’s Sergio Serra.

However, other app monetization firms argue that after an initial dip in advertising profits, firms will adopt Apple’s new App Tracking Transparency (ATT) and SKAdNetwork frameworks. These are the alternatives to the iOS IDFA (Identifier for Advertisers) that Apple’s Craig Federighi says will benefit both users and advertisers.

Discover more from Ido Raz on how Deep Categories‘ contextual targeting is post-IDFA proof.