App Tracking Transparency (ATT) opt-in rates reached 46% over the last few months of 2021, according to data released by AppsFlyer.
While mobile marketers and advertisers worried that measurement and ad optimisation would be seriously hampered by the updates to iOS 14.5 it appears that install and usage baseline were elevated in 2021 despite ATT.
Installs exceeded 2020 by 19% this year driven by lockdowns and social distancing policies.
