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Quick Questions With Kathy: Apple’s iOS 14.5 Update & App User Tracking

There continues to be a number of major updates and announcements related to user tracking and cookies. According to early data following Apple’s iOS 14.5 update, just 4% of frequent US app users had opted-in to be tracked through Apple’s IDFA (Identifier for Advertisers). It is clear that many consumers may have negative feelings regarding the idea of cookies or identifiers, however opt-out rates (consumers who do not want to be tracked by an app) vary from vertical to vertical. Despite these changes in tracking, it is not the end of audience targeting for digital marketers and advertisers.

In this episode of “Quick Questions With Kathy,” DMS CMO Kathy Bryan interviews DMS Chief Media Officer Jonathan Katz to get his insights on how consumers have responded to the latest Apple IDFA update. During the interview, Katz highlights how verticals including finance, food and beverage and retail apps are not experiencing the same level of opt-out rates as others, like social media apps which have much higher opt-out rates. Bryan and Katz also discuss how significantly reduced access to user data could impact ad targeting capabilities. 

To read more about digital marketing and advertising news related to Apple: https://insights.digitalmediasolutions.com/landing-pages/apple-news-for-digital-marketers

About the Author

Digital Media Solutions

Digital Media Solutions, Inc. (NYSE: DMS) is a leading provider of technology and digital performance marketing solutions leveraging innovative, performance-driven brand and marketplace solutions to connect consumers and advertisers. DMS proprietary technology solutions, significant proprietary media distribution and data-driven processes help large brands steadily acquire more customers. For more information visit https://digitalmediasolutions.com.

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