iOS ATT & Android Privacy Sandbox: Impact on Ad Revenue and Strategies

The Privacy Revolution in Mobile Advertising

Mobile advertising is undergoing its biggest transformation since the smartphone era began. Understanding and adapting to these changes is crucial for sustainable monetization.

iOS App Tracking Transparency (ATT)

What Changed

Users must explicitly opt-in to tracking
Only 25-35% of users typically opt-in
IDFA availability dropped significantly

Impact on Revenue

Metric	Pre-ATT	Post-ATT
CPM (iOS)	$12-15	$8-10
Fill Rate	95%	90%
Targeting Accuracy	High	Medium

Android Privacy Sandbox

Key Components

Topics API: Broad interest-based targeting
Attribution Reporting: Privacy-preserving measurement
FLEDGE: On-device ad selection

Timeline

2024: Testing phase
2025: Gradual rollout
2026: Full implementation expected

Adaptation Strategies

1. First-Party Data

Build direct relationships with users:

In-app accounts and preferences
Contextual data collection
Engagement-based segmentation

2. Contextual Advertising

Focus on content rather than user identity:

App category targeting
Content-based placements
Time-of-day optimization

3. SKAdNetwork Optimization

Maximize iOS attribution:

Implement all conversion values
Use predictive analytics
Focus on early signals

Conclusion

Privacy changes are not obstacles but opportunities to build more sustainable, user-respecting monetization strategies. Adapt early and thrive.