74% of marketers expect revenue losses following change in Apple’s IDFA rules

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 18, 2020, 1:44 AM UTC

AppsFlyer and the Mobile Marketing Association’s recent survey found that 33% of marketers are likely to reduce mobile ad spend due to IDFA changes.

With Apple implementing the opt-in rules for Identifier for Advertisers (IDFA) on iOS 14, 74% of marketers predict losses in revenue. While Apple has delayed enforcement of IDFA changes till early 2021, marketers expect to lose 50% of consumers’ identifying information once it's imposed.

When asked about the awareness of IDFA changes, 16% marketers are “not familiar at all” and 21% are “not very familiar”. Also, 80% expect Google to implement similar changes to its mobile operating system.

19% advertisers will likely shift to ad spending within mobile, while only a third are “somewhat to very likely” to adopt Apple’s SKAdNetwork solution. Of those polled, 71% say they will use probabilistic data for audience targeting.

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