AppsFlyer and MMA did a survey on the impact of Apple's IDFA change.
AppsFlyer and MMA did a survey on the impact of Apple's IDFA change.
Categories

AppsFlyer: 37% of marketers are clueless on Apple’s IDFA change

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

Apple’s change in the use of the Identifier for Advertisers, known as IDFA, has left mobile marketers in a state of confusion and concern over how the retirement of the tracking technology will affect targeted advertising.

That’s the result of a survey by mobile measurement firm AppsFlyer and the Mobile Marketing Association (MMA). Seventy-four percent of marketers expect a negative financial impact from the IDFA changes. They expect to lose identifying information on 50% of consumers under the new opt-in rules, which ask consumers if they want to be tracked.

Unlock premium content and VIP community perks with GB M A X! Join now to enjoy our free and premium perks. 

Join now →

Sign in to your account.

Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.