Mobile Marketers on IDFA’s End: ‘We are seeing drops in CPMs’

Back in January, we asked mobile marketers about their predictions and preparations for a post-IDFA world. They were getting ready for most iOS users to eschew tracking once they had the option. So far, that concern appears to be valid.

According to Yaron Nahari, CEO of mobile app marketing services company Bigabid, some mobile publishers have seen just five percent of Apple users opt into tracking since the latest iOS update. Others have had 30 percent of users consent to tracking, while up to half have consented in “extreme cases,” says Nahari. “It really depends on the type of app.” Meanwhile, mobile ad tech vendor Blis counted less than a third of bid requests with IDFAs attached to them during the first three days of the iOS 14.5 rollout, according to Digiday.

Discover more on how the entire mobile advertising chain has been affected by iOS 14.5 in The Good, The Bad, and The Ugly of iOS 14.5 on Mobile Advertising.

Mobile Marketers on IDFA’s End: ‘We are seeing drops in CPMs’

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