The study also comes at the right time, to celebrate -day for day- the first birthday app tracking! Unsurprisingly, the firm maintains that the function did not benefit it in any way and that it
offers more privacy options within its own applications than required under the ATT.
This report also comes in a rather tense context. Indeed, many publishers and companies whose business model is based on advertising have not failed to publish more or less catastrophic balance sheets showing their decline in income.
It is also a way for Cupertino to counter the accusations that some developers would have been forced to spend more on theApp Store Search Ads to counterbalance the ATT. The author of the study (Kinshuk Jerath, Ph.D. of Columbia Business School) also argues that Search Ads activity is not significant enough to constitute a real disadvantage. It would represent only a small part of the overall mobile advertising market and its growth would predate the introduction of the ATT. Note in passing that Apple did not provide any figures to support the report’s conclusions…