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Apple’s privacy changes drive up ad prices for e-commerce marketers

September 23, 2021

E-commerce companies are paying higher prices for digital advertising after Apple’s privacy update made it harder to track iPhone users and target them with relevant marketing. The rising costs of mobile ads will push online retailers again to find ways to improve campaign performance, a new study by ad-tech startup Moloco suggests.

Driven by online privacy concerns, Apple in April began showing a pop-up window on iPhones that asked people to consent to be tracked by apps — a feature called App Tracking Transparency (ATT). With many users opting out, the portion of tracked users fell from 73% at the start of 2021 to 32% by the end of June, per the study.

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