In April 2021, the mobile marketing landscape underwent a significant change, as Apple brought out new privacy features as part of iOS 14.5 — users now have to proactively opt-in to sharing device identifiers, such as Apple’s Identifier for Advertisers, with apps. While this is a positive move from a privacy perspective, it has introduced challenges for marketers that previously relied on access to IDFA to measure the success of their campaigns and understand the ROI of their marketing spend.
As of December 2021, the opt-in rate for consumers in the UAE, that were shown a prompt to share their IDFA, was 55 per cent. While this is higher than the global average of 46 per cent, it’
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