Advertising and social networks Axi heavy under Apples New App Tracking Transparency (ATT). This obliges to ask suppliers of iOS and iPados programs, users before asking for consent before the app may be hit beyond commercial purposes. Facebook advertisement will, for example, be up to 40 percent more inefficient, it is called from the industry. “We fly blind”, my advertiser.
More opt-in than others
However, the problem does not seem to meet all suppliers right away. During Facebook and his advertising drives particularly loud complain, it is better in other social networks better. The picture network Snapchat reported fresh numbers last week – and had surprisingly positive to report ATT.
According to the parent company Snap, the ATT commitment has since iOS 14.5 few problems caused as accepted. On the one hand, it will take a while until all users have recorded the new version, threw it. On the other hand, there had been a higher opt-at-rate when we have reported them in the rest of the industry, so Jeremi Gorman, Chief Business Officer of Snap. You believe that this with one “Higher confidence of our community in our products and our business” have to do.
Thankful for Apple
However, concrete opt-in numbers did not named Snap. At its Daily Active Users (DAU), the company was able to grow by 5 percent compared to the same quarter of the previous year (to 293 million). The loss dropped at the same time from 326 to 152 million US dollars. The values were about the predictions of Wall Street, which drive the course of the Snap share drive.
Snap had previously honored a criticism of ATT – and also Apple’s App Store Monopol prepares little abdominal pain to the company. Snap-CEO Evan Mirrors said in the spring, one was “happy”, to be paid to Apple’s 30 percent commission for in-app sales. Snapchat was “Do not exist without the iPhone and without the fantastic platform that Apple has created”, So the manager.