Liftoff's Mobile Ad Creative Index
Liftoff's Mobile Ad Creative Index
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Liftoff: Android may gain in ads as IDFA changes hurt iOS games and apps

  • Posted byby Dean Takahashi
  • Updated
  • 4 min

In 2021, Android could enjoy a strong surge thanks to Apple’s decision to focus on user privacy over targeted advertising for mobile games and apps, according to a report by mobile app marketing optimization platform Liftoff.

Changes to Apple’s Identifier for Advertisers (IDFA) will make it harder for mobile game developers and app makers to target users based on their past activity, and that could lead to lower revenues on iOS. The survey also found a dramatic decrease in conversion found among video ads so far in 2021 compared to a big spike in 2020.

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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.