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Data shows IDFA changes provide new opportunities to engage mobile consumers

November 1, 2021

Apple’s 14.5 update to iOS sent advertisers and other platforms (we’re looking at you, Facebook) scrambling to figure out how to track users who block the Apple ID for Advertisers (IDFA). Another update — iOS 15 — is coming this fall, and it promises further restrictions around location data and IP addresses.

According to our data, however, these choices around IDFA could well be a boon that delivers higher value audiences for advertisers. Over the past few months, PubMatic assessed the impact of the IDFA policy changes by studying some 1 trillion daily programmatic bids, including ancillary information such as impressions, revenue, and eCPM data.

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