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Adoption rates post-IDFA were just 13%

With the rollout of Apple’s iOS 14.5 and sweeping changes to IDFA now nearing a month since users were first prompted to agree to tracking by apps, the Post-IDFA Alliance – a group of marketing companies including  Liftoff, AdColony, Fyber, Chartboost, InMobi, Vungle and Singular – has shown that average adoption rates were just 13% within two weeks post-launch.


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Adoption rates post-IDFA were just 13%

Singular data noted that 17% of iOS 14.5 app installs resulted in users opting in to share their IDFA.

In comparison, AdColony reported a 36.5% rate of requests.

Some Alliance partners reported a decrease in iOS ad spending from 2.51% (AdColony) to 3.59% (Singular).

Meanwhile, Android spending was up between 8.29% (Liftoff) to 21% (Vungle).

CPMs on iOS 14.5 show a decline in CPMs, ranging from a 2.4% decrease (Liftoff) to 8.73% (AdColony).

“Certain buyers are already taking advantage of the lower prices and larger scale of IDFA-less inventory,” said Itai Cohen, VP Marketing at Fyber.