This is a live blog that we keep on updating with the latest metrics around ATT and IDFA availability in order to give more clarity to our customers and share information with the ecosystem in general. All the data mentioned in this blog can be accessed via Kayzen’s Inventory Discovery tool as well.
Last Updated Date- 27 August 2021:
Last Updated Date- 27 August 2021: August 2021 will be the last update of this blog post since we can see the trend remains stable and the numbers are not fluctuating.
1. SKAN Compatibility- In March 2021, only 27% of iOS bid requests were SKAN (SKADNetwork) compatible. In April, this number was 41% while in May, 65%, in June the number stood at 69%, in July we saw a big leap in the number of iOS SKAN compatible bid requests and the number stands at 79%.
The share of iOS SKAN compatible bid requests remains steadily at 79%, as we can clearly see the vast majority of bid requests have transitioned and aligned with the new requirements of SKADNetwork.
2. SKAN Version- Since March, the vast majority of the SKAN requests that we saw were for V2.0. The same trend continues in August 2021. However, we now see some v2.2 and v3.0 compatible bid requests coming in. The number of these requests is still low. We are still anticipating it to increase over the coming weeks as major exchanges push their latest SDK versions that support v2.2+ versions. Note- VT installs are supported only on v2.2+ compatible inventory.
3. ATT Status- In March 2021, users who agreed to share their IDFA when prompted with ATT prompt (Authorized/Authorized + Denied) represented 13% of programmatic ad requests. In April, the number increased to 30%. In May, we noticed a decrease and the number stood at 23%. From June onwards, the number remains steady, as only 12% of iOS14.5+ ad requests contain IDFA, meaning 88% of iOS14.5+ users deny sharing their IDFA.
5. OS Version- In June, we started seeing the users‘ quick adaptation of iOS14.6. The same trend occurred with the release of iOS14.7. In August, we can definitely see how the vast majority of Apple users have updated their operating system to iOS14.7, while iOS15 takes a smaller percentage of the share of ad requests. It is now safe to say that with these high adoption rates, most of the iOS ad requests are Limit Ad Tracking (LAT) traffic.
6. Exchange readiness – Most exchanges are ready in terms of supporting SKAN compatible bid requests.
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If you are interested in analyzing mobile RTB data with even more granularity, our Inventory Discovery Tool is the perfect solution. It’s free for Kayzen customers and if you are not a customer yet, you can sign up for free access here: https://kayzen.io/free-tools/inventory-discovery-analytics
Last Updated Date- 26 July 2021:
1. SKAN Compatibility- In March 2021, only 27% of iOS bid requests were SKAN (SKADNetwork) compatible. In April, this number was 41% while in May, 65%, in June the number stood at 69%, in July we saw a big leap in the number of iOS SKAN compatible bid requests and the number stands at 79%. We can definitely see how the percentage of SKAN compatible bid requests is increasing month by month.
2. SKAN Version- In March, April, May and June 2021, the vast majority of the SKAN requests that we saw were for V2.0. The same trend continues in July 2021. However, we now see some v2.2 and v3.0 compatible bid requests coming in. The number of these requests is still low. We are still anticipating it to increase over the coming weeks as major exchanges push their latest SDK versions that support v2.2+ versions. Note- VT installs are supported only on v2.2+ compatible inventory.
3. ATT Status- In March 2021, users who agreed to share their IDFA when prompted with ATT prompt (Authorized/Authorized + Denied) represented 13% of programmatic ad requests. In April, the number increased to 30%. In May, we noticed a decrease and the number stood at 23%, this trend continued in June as only 12% of ad requests users agreed to share their IDFA. The percentage of users who agreed to share their IDFA as of July remained at only 12% — the same as it was in June. It‘s too soon to say this trend is stable. We will continue following this metric.
4. % of US iOS bid requests without IDFA- We can certainly see an increase in this trend. In July, the share of iOS bid requests without IDFA stood at 71%, in June, the number stood at 67%, which resulted in yet another rise of 6%. As a recap, in March the percentage of bid requests without IDFA stood relatively stable at 35%. When comparing the share of bid requests without IDFA in July to March, we can see a total increase of 102%!
5. OS Version – From June onwards, we also saw the users’ quick adaptation of iOS14.6. It seems that Apple’s early adopters switched to iOS14.6 from iOS 14.5. This trend increased during July. With this high adoption rate we are seeing more Limit Ad Tracking (LAT) traffic.
Last Updated Date- 25 June 2021:
1. SKAN Compatibility- In March 2021, only 27% of iOS bid requests were SKAN (SKADNetwork) compatible. In April, this number was 41% while in May, 65%, in June 69% of iOS bid requests were SKAN compatible. It’s good to see that the programmatic supply ecosystem’s coverage of SKAN compatible inventory is increasing month by month.
2. SKAN Version- In March, April and May 2021, the vast majority of the SKAN requests that we saw were for V2.0. The same trend continues in June 2021. However, we are now seeing some v2.2 and v3.0 compatible bid requests coming in. This number is expected to increase over the coming weeks as major exchanges push their latest SDK versions which support v2.2+ versions. Note- VT installs are supported only on v2.2+ compatible inventory.
3. ATT Status- In March 2021, users who agreed to share their IDFA when prompted with ATT prompt (Authorized/Authorized + Denied) represented 13% of programmatic ad requests. In April, the number increased to 30%. In May, we noticed a decrease and the number stood at 23%, this trend continued in June as only 12% of ad requests users agreed to share their IDFA. The June trend is very interesting because this is the month when 14.6 gained mass adoption and we finally moved from early adopters to the majority state.
4. % of US iOS bid requests without IDFA- The total share of iOS bid requests without IDFA is increasing month on month. Before iOS14.5, the percentage of ad requests without IDFA stood relatively stable at 35%. In June 2021, this number surged to 67%, a jump of 91%.
5. OS Version – During June 21, we also saw the users’ quick adaptation of iOS14.6. It seems that Apple’s early adopters switched to iOS14.6 from iOS 14.5, with this high adoption rate we are seeing more Limit Ad Tracking (LAT) traffic. It would be interesting to see the adaptation rate of the upcoming iOS14.7.
6. Exchange readiness – Most exchanges are ready in terms of supporting SKAN compatible bid requests.
If you are interested in analyzing mobile RTB data with even more granularity, our Inventory Discovery Tool is the perfect solution. It’s free for Kayzen customers and if you are not a customer yet, you can sign up for free access here: https://kayzen.io/free-tools/inventory-discovery-analytics Last Updated Date- 25 May 2021:
1. SKAN Compatibility- In March 2021, only 27% of iOS bid requests were SKAN (SKADNetwork) compatible. In April, this number was 41% while in May, 65% of iOS bid requests were SKAN compatible. It’s good to see that the programmatic supply ecosystem’s coverage of SKAN compatible inventory is increasing month by month.
2. SKAN Version- In March and April 2021, the vast majority of the SKAN requests that we saw were for V2.0. The same trend continues in May 2021. However, we are now seeing some v2.2 compatible bid requests coming in. This number is expected to increase over the coming weeks as major exchanges push their latest SDK versions which support v2.2. Note- VT installs are supported only on v2.2+ compatible inventory.
3. ATT Status- In March 2021, users who agreed to share their IDFA when prompted with ATT prompt (Authorized/Authorized + Denied) represented 13% of programmatic ad requests. In April, the number increased to 30%. However, in May, we noticed a decrease compared to April and observed that for 23% of ad requests, users agreed to share their IDFA when prompted with ATT prompt (Authorized/Authorized + Denied). As Apple pushes the iOS14.5 update and more people start upgrading their phones, it will be interesting to compare this number as the adoption moves from early adopters to mass adoption.
4. % of US iOS bid requests without IDFA- The total share of iOS bid requests without IDFA is increasing month on month. Before iOS14.5, the percentage of ad requests without IDFA stood relatively stable at 35%. In May 2021, this number increased to 46%, a jump of 31%.
5. Exchange readiness – Few exchanges are more ready than others in terms of supporting SKAN compatible bid requests.
If you are interested in analyzing mobile RTB data with even more granularity, our Inventory Discovery Tool is the perfect solution. It’s free for Kayzen customers and if you are not a customer yet, you can sign up for free access here: https://kayzen.io/free-tools/inventory-discovery-analytics Last Updated Date- 22 April 2021:
1. SKAN Compatibility- In March 2021 only 27% of iOS bid requests were SKAN (SKADNetwork) compatible. In April 2021 41% of iOS bid requests are SKAN compatible.
2. SKAN Version– In March 2021 and April 2021, the vast majority of the SKAN requests that we are seeing are for V2.0. We do not see any request with SKAN version 2.2 (yet).
3. ATT Status– In March 2021, only 13% of programmatic ad requests were of users who agreed to share their IDFA when prompted with ATT prompt. In April, the number seems to have increased! 30% of programmatic ad requests in April were of users who agreed to share their IDFA when prompted with ATT prompt.
If you are interested in analyzing mobile RTB data with even more granularity, our Inventory Discovery Tool is the perfect solution. It’s free for Kayzen customers and if you are not a customer yet, you can sign up for free access here: https://kayzen.io/free-tools/inventory-discovery-analytics Last Updated Date- 15 March 2021:
1. SKAN Compatibility- We see only ~27% of iOS bid requests which are SKAN (SKADNetwork) compatible today. Being SKAN compatible means that the bid request has all parameters that are needed for the bidder to generate a valid ad response thereby enabling SKADNetwork to validate the ad signature and send install postbacks to the network.
2. SKAN Version– Most of the SKAN requests that we are currently seeing are for V2.0. We are not seeing any request with SKAN version 2.2. Only v2.2 supports VT Attribution (View-Through) which means if ATT is released today, advertisers will not be able to measure VT installs at all.
3. ATT Status– Will they or won’t they? The value of the dimension ATT Status holds the answer to one of the most keenly awaited data points that the industry is talking about. Will users agree to share their IDFA or not? We looked at data for iOS14.5 (beta) bid requests. We filtered for only those instances when the ATT prompt was shown and we observed that for 13% of requests, users agreed to share their IDFA while for 87% of requests the permission to share IDFA was denied. Since a lot of inventory is still not SKAN compatible, this data should be looked at for only those requests which are SKAN compatible.
If you are interested in analyzing mobile RTB data with even more granularity, our Inventory Discovery Tool is the perfect solution. It’s free for Kayzen customers and if you are not a customer yet, you can sign up for free access here: https://kayzen.io/free-tools/inventory-discovery-analytics
