The so-called IDFApocalypse began in April following the release of iOS 14.5. Post-IDFA Alliance has tracked how the mobile advertising market changed 14.5 days after the introduction of the new privacy policy.

Image credit: Post-IDFA Alliance

Post-IDFA Alliance compiled data from April 26 to May 9 in its latest report released earlier this week. Here’s what a group of mobile marketing companies found out.

Key data from the report

  • Only 12.9% of users installed iOS 14.5 on average. The adoption rate is between 11.5% and 14.92% depending on data from different companies.
  • 16.8% of users decided to share their IDFA when installing apps. However, AdColony reported a rate of 36.5%.
  • Ad spend on iOS decreased, ranging from 2.51% to 3.59%. Vungle, in contrast, said that ad spend increased by 3.32%.
  • Post-IDFA Alliance expects CPMs to decline in the short term, as the decrease rate is already between 2.4% and 8.73%.
  • Ad spend on Android increased in two weeks since the release of iOS 14.5, which shouldn’t be a surprise. According to Liftoff, it increased by 8.29%. Vungle found an even higher rise of 21%.

“The trend suggests that marketers may be spending more on user acquisition, if you combine iOS and Android figures,” the report reads.

Post-IDFA Alliance was founded on February 17 to help mobile marketers and publishers face new challenges and solve problems caused by Apple’s new privacy policy. The alliance includes companies like Liftoff, AdColony, Vungle, Singular, InMobi, Chartboost и Fyber.

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