The Post-IDFA Alliance has evaluated the impact of Apple's privacy push.
Apple launched its privacy push in 2021.
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Post-IDFA Alliance finds iOS 14.5 triggered up to 21% growth in Android ad spending

Apple’s decision to emphasize user privacy over targeted advertising has the mobile marketing and game industries worried about their capability to find high-value users through advertisements. And Liftoff is announcing today that those fears are justified in a number of ways, as it finds that 63.5% to 83.2% of users are opting out of being tracked.

The Post-IDFA Alliance of mobile marketing companies — Liftoff, AdColony, Fyber, Chartboost, InMobi, Vungle and Singular — released data from their experiences with mobile marketing in the wake of the launch of iOS 14.5, which includes the IDFA changes.

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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.