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IDFA Impact Report: Prepare to stay mobile

To move beyond Apple policy changes and any potential impact, it is critical to understand how the market is adapting. 

IDFA Impact Report: Prepare to stay mobile

To move beyond Apple policy changes and any potential impact, it is critical to understand how the market is adapting. 

The roll-out of Apple’s iOS 14.5 lowered IDFA presence in ad requests by 30 percentage points. However, PubMatic platform data suggests consumers are increasingly opting-in while 14.5 OS adoption becomes more prevalent.  

PubMatic assessed the impact of the IDFA policy changes by analyzing 1 trillion daily programmatic bids, including metrics such as impressions, revenue, and eCPM data. This report provides an in-depth look into: 

  • The growth of IDFA opt-ins  
  • Difference in value of an opted-in versus an anonymous user 
  • Which consumers are more likely to opt in 
  • The shift in advertiser spending among mobile operating systems 

 

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Get an in-depth understanding of how the market is adapting to IDFA policy changes.