When Apple launched the App Tracking Transparency feature last year, there was quite a bit of furor from Facebook and a few other app developers. There was also a sense of curiosity – among users and developers – about whether the feature would appeal to users. It seems that the App Tracking Transparency feature hasn’t really been bought by too many users.
According to a report by 9to5Mac, research firm Adjust found that more and more iPhone users are choosing to be tracked by apps. The report states that the number of iPhone users choosing to be tracked by apps is now around 25%. This number was around 16% last year in May.
The report further states that users who play games allow developers to collect their personal data. About 30% of users have given permission to game developers to collect their data. Interestingly, popular games saw 75% of users allowing their data to be tracked.
The research firm said: “Consent rates vary widely, however, but we expect to see a continued upward trend as more users understand the value of signing up and receiving consent. personalized ads – something the gaming industry has managed to showcase so far. .
What is Application Tracking Transparency?
Apple first showed off the feature in 2020 at WWDC, its annual developer conference. There were plenty of doubters, and Apple gave developers – including Facebook – time to understand and get used to the idea. The feature was rolled out last year and what it does is it gives iPhone users more control over whether or not they want to be tracked by online advertisers across apps. .
Apple says it’s the user, not the developer, who should decide what data they get or share. App Tracking Transparency lets you choose whether an app can track your activity on other companies’ apps and websites for advertising or sharing with data brokers. “If you see a request to track your activity, you can tap Allow or ask the app not to track. You can still use all features of the app whether or not you allow the app to track your business,” Apple explained.
Apple, for its part, has always said that the idea was to give users the choice to decide whether they want to be tracked or not. If those numbers are any indicator, then many users don’t really seem to have a problem with it.