Apple-Commissioned Report Says App Tracking Transparency Hasn't Significantly Benefitted Company

Apple is unlikely to have seen a significant financial benefit from App Tracking Transparency since the privacy feature launched last year, according to Kinshuk Jerath, Professor of Business in the Marketing Division at Columbia Business School.

generic tracking prompt orange
In an Apple-commissioned report, Jerath said claims that billions of advertising dollars moved from companies like Meta to Apple due to the introduction of App Tracking Transparency are "speculative" and "lack supporting evidence."

Jerath provided three reasons for his opinion:

  • Apple's Search Ads business is a small part of the overall mobile advertising market
  • Growth in Apple's Search Ads business predated the introduction of App Tracking Transparency and is likely driven in part by other factors, such as continued overall growth of mobile ads and app install ads and the expansion of the Search Ads business to China in July 2021
  • Apple provides a prompt during the iOS setup process that enables users to turn off Personalized Ads on their device

In October 2021, the Financial Times reported that App Tracking Transparency had resulted in a "windfall" for Apple's advertising business. The report claimed that Apple's share of the mobile app advertising market tripled in the six months after the feature was introduced. Apple said the feature was designed to protect users and not to advantage the company.

Apple did not provide any internal figures to support the report's findings.

Top Rated Comments

HiVolt Avatar
21 months ago

Apple did not provide any internal figures to support the report's findings.
Hahaha, that's too funny. So here's a report, without any evidence.

Just like that other report about the success of third party apps on the App Store.
Score: 10 Votes (Like | Disagree)
turbineseaplane Avatar
21 months ago
"All this AD money doesn't actually benefit us!"
"Can you show us some data to support that?"

Super convincing Apple.
Score: 6 Votes (Like | Disagree)
BootsWalking Avatar
21 months ago
Regardless of the fact Apple commissioned the study and so the findings are hard to consider impartial, I would agree that Apple likely did not directly or unfairly benefit financially from their app transparency initiative. They however did benefit by engendering goodwill and trust from the initiative, thus earning them additional sales and customers. But that's how business is supposed to work - do good by your customers and they'll reward you in kind.
Score: 5 Votes (Like | Disagree)
Mousse Avatar
21 months ago

Just like the Microsoft commissioned report said dual-monitors increase productivity 50%.
If you do a lot of spreadsheet, then a 2nd monitor increases productivity several folds. Honest to gawd, ever since I went dual monitor a few years ago, I've been able to handle complex spreadsheet quickly and without a lot of hunting and scrolling.
Dual monitor is also nice when you do simple spreadsheets, because you can use then 2nd monitor for important stuff like MR.?
Score: 4 Votes (Like | Disagree)
GMShadow Avatar
21 months ago

The report claimed that Apple's share of the mobile app advertising market tripled in the six months after the feature was introduced
I mean, you can go from .01% to .03% and triple your share.
Score: 3 Votes (Like | Disagree)
Skyscraperfan Avatar
21 months ago
Apple makes money through ads? That is quite shocking news to me. If the start with this sh.., they might soon have to find a compromise between revenue and user privacy. They should not make a single Cent from ads.
Score: 2 Votes (Like | Disagree)

Popular Stories

iOS 17

iOS 17.2 Will Add These 12 New Features to Your iPhone

Friday December 1, 2023 12:19 pm PST by
iOS 17.2 has been in beta testing for over a month, and it should be released to all users in a few more weeks. The software update includes many new features and changes for iPhones, including the dozen that we have highlighted below. iOS 17.2 is expected to be released to the public in mid-December. To learn about even more features coming in the update, check out our full list. Journal ...
iOS 17

28 New Things Your iPhone Can Do in December's iOS 17.2 Update

Friday December 1, 2023 2:57 am PST by
Apple made the first beta of iOS 17.2 available to developers in October. Since then we've seen three more betas, and with each iteration Apple continues to add more new features and changes, many of which users have been anticipating for quite a while. Below, we've listed 28 new things that are coming to your iPhone when the finalized version is publicly released this December. 1. Help...
anker new xmas

Anker's Cyber Week Sale Enters Final Days With Up to 60% Off Sitewide

Friday December 1, 2023 12:05 pm PST by
Anker's Black Friday/Cyber Week event is entering its final days this weekend, and it's still offering up to 60 percent off sitewide. There are also a few "mystery boxes" that can include hundreds of dollars in savings, if you're willing to risk not knowing what you're buying ahead of time. All of these sales will end on December 3. Note: MacRumors is an affiliate partner with Anker. When you...
iOS 17

Apple Releases iOS 17.1.2 With Security Fixes

Thursday November 30, 2023 10:12 am PST by
Apple today released iOS 17.1.2 and iPadOS 17.1.2, small updates to the iOS 17 and iPadOS 17 operating systems that Apple introduced in September. iOS 17.1.2 and iPadOS 17.1.2 come a few weeks after the release of iOS 17.1.1, another bug fix update. iOS 17.1.2 and iPadOS 17.1.2 can be downloaded on eligible iPhones and iPads over-the-air by going to Settings > General > Software Update....
iPhone 16 Mock Header Updated 1

iPhone 16 to Include Action Button Across Entire Lineup

Thursday November 30, 2023 4:08 pm PST by
The release of the iPhone 15 Pro and Pro Max saw the introduction of an entirely new user-configurable button known as the Action button, and now, MacRumors has seen extensive evidence confirming Apple is planning to include the Action button on the entire iPhone 16 range. Designs and plans for the Action button date back to at least 2021, as the button was intended for release alongside hapt...
paramount plus logo

Apple and Paramount Considering Discounted TV+ Streaming Bundle

Friday December 1, 2023 4:40 am PST by
Apple and Paramount have discussed bundling their TV streaming services at a discount, according to a new report by The Wall Street Journal. The companies have talked about offering a combination of Paramount+ and Apple TV+ that would cost less than subscribing to both services separately, according to people familiar with the discussions. The discussions are in their early stages, and it is ...
top stories 2dec2023

Top Stories: iOS 17.1.2 Released, NameDrop Misinformation, and More

Saturday December 2, 2023 6:00 am PST by
Apple employees are back to work following a Thanksgiving break, and that means this week saw a number of new operating system updates for both public release and beta testing. This week also saw some misinformation about Apple's new NameDrop feature making the rounds, while Apple and Goldman Sachs appear to be on the verge of a break-up in their Apple Card and savings account partnership,...
General Apps Messages

Green Bubbles on iPhone to Gain These 7 New Features Next Year

Thursday November 30, 2023 9:00 am PST by
Earlier this month, Apple announced that it will finally support RCS in the Messages app on the iPhone starting later next year. This change will result in several improvements to the messaging experience between iPhones and Android devices. RCS will become the new default standard for messaging between iPhones and Android devices, but these conversations will still have green bubbles like...