Tenjin: Apple’s 2021 privacy cut revenues for 40% of mobile advertisers

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.