Tenjin: Apple’s 2021 privacy cut revenues for 40% of mobile advertisers
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Mobile measurement firm Tenjin, which works for numerous indie and mid-size mobile game publishers, said its survey showed that 39% of mobile advertisers, or two in five, said Apple’s privacy moves hurt their revenues in 2021.
In a poll of 302 mobile advertisers (mobile game publishers and other app makers) with Growth FullStack, Tenjin found that 75% said that Apple’s changes put the future of their businesses at risk. And 55% said that mobile marketing was more difficult in 2021 than in the previous year. Last year, Apple modified the opt-in procedures for its Identifier for Advertisers, which mobile game and app companies used to track the effectiveness of ads. By making the opt-in more visible, the bulk of users opted out not to be tracked. As a result, user-acquisition campaigns were no longer easy to do and advertisers could no longer target consumers with precision.
At the time, many big game companies in the U.S. and United Kingdom said early last year that they were not suffering big impacts as Apple prioritized privacy over targeted ads with iOS 14.5 in April 2021. It took time for the impact of the changes to become clear, but eventually companies realized that many users were opting out of being targeted. This was a “seismic change” for mobile advertising, Tenjin said.
Roman Garbar, chief marketing officer at Tenjin, said in an interview with GamesBeat that it is hard to predict how growth will proceed in 2022, but he doesn’t expect any dramatic improvement in mobile game and app revenues.
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