Since Apple began requiring apps to get user permission to track them, Branch Metrics found that less than 33 percent of iOS users opted in. Ad prices aimed at iOS users have fallen and those aimed at Android users have risen, which the digital ad community warned Apple about. Now, ad buyers are deploying iOS ad spending in less targeted ways and the lack of user data also reduces the efficacy of Facebook’s ad-targeting tools. Apple only sells ads in a few of its apps and doesn’t take a cut of third-party iOS app revenue. Continue reading Less Than One-Third of iOS Users Opt In to Tracking by Apps