In the year since Apple introduced its ATT privacy framework, an identified user is more valuable than ever, and third-party partner ID providers are playing an invaluable role in maximizing advertising spend for buyers. IDFA opt-in rates have stabilized for the most part but there are several app categories where the market is still rapidly changing and buyers (and developers) need to take note.

PubMatic assessed the impact of the IDFA policy changes since 2021 by analyzing 1.4 trillion daily programmatic bids, including metrics such as impressions, revenue, and eCPM data. This report provides an in-depth look into:

• If users are opting-in or opting-out to IDFA
• The impact of opted-in users on advertiser ROI and publisher revenue
• Which advertising categories and apps are benefiting from the changes