Only 4% of iOS users in US are opting in to ad tracking, report says

An ongoing analysis of Apple’s App Tracking Transparency tool claims 96% of users in the U.S. are opting out of the ad tracking feature which launched in April.

App Tracking TransparencyAccording to Flurry Analytics, which has been tracking daily opt-in and opt-out rates following the launch of iOS 14.5 late last month, roughly 4% of daily users in the U.S. are allowing apps access to their Identifier for Advertisers (IDFA) tag. The figure is based on a sampling of 2.5 million daily mobile active users.Rates increase when taking other countries into account, with some 11% of 5.3 million daily users opting in to ad tracking worldwide.

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