Apple officially launched iOS 14.5 in April this year with the APP tracking transparency function, allowing users to control whether the APP and website can track their online behavior data.

At present, this function seems to have a great impact on many advertisers who rely on collection and analysis of users' online behavior. According to the report of the Wall Street Journal, data from Tenjin Inc., an advertising monitoring company, showed that between June 1 and July 1 this year, advertisers' spending on iOS platforms fell by about one-third.

It is reported that this situation is due to the lack of user data on some interests and preferences, and the accuracy and effectiveness of advertising have significantly declined, reducing the attractiveness of advertisers to launch on the iOS platform.

Interestingly, the advertising expenditure on Android platform increased by 10% at the same time, which seems to show that advertisers seek to shift positions after encountering difficulties on iOS.

Of course, Android will not be a "paradise" for user data collectors and advertisers in the future. Google has started to strengthen the privacy protection function on the latest Android 12, and domestic customized systems such as MIUI and Flyme have also actively promoted the privacy protection work this year.

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