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