Brian Bowman: Apple’s IDFA change has triggered 15% to 20% revenue drops for iOS developers
Apple critics such as Epic Games CEO Tim Sweeney have complained about Apple’s alleged anticompetitive behavior with the App Store. But Consumer Acquisition’s Brian Bowman has frequently sounded the alarm on Apple’s decision to favor user privacy over targeted ads by changing access to its Identifier for Advertisers (IDFA).
Based on Consumer Acquisition’s analysis of $300 million in paid social ad spending, IDFA has had a devastating impact, Bowman said in an interview with GamesBeat. In a report issued today, Bowman said that iOS advertisers are experiencing a 15% to 20% revenue drop and inflation in unattributed organic traffic.
Starting in April, Apple began releasing iOS 14.5, which prompted users to answer whether they would allow their data to be tracked for advertising purposes. Apple believes this puts privacy front and center. But Consumer Acquisition and many of its game developer advertisers worry it will break personalized advertising.
Only 20% of consumers are saying yes to Apple’s App Tracking Transparency prompt, which means they will enable apps to personalize ads by tracking their personal data. For the traffic Bowman’s company evaluated, performance has faded. Across paid social platforms, downstream event optimization and “lookalike audience performance” is also eroding.
