ID Or No ID?

Tracking the post-IDFA changes in the world of programmatic mobile advertising on iOS

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All Countries
No-ID Bid Requests19%48%
All Countries

iOS Bid Requests with ID vs. No-ID

ID

No-ID

0.0200k400k600kMay 31Jun 30Jul 31Aug 31Sep 30REQUESTS PER SECOND

ID bid requests include users on iOS 13 and lower, as well as iOS 14 users who have opt-in tracking. No-ID bid requests include users on iOS 14 who chose to opt out of tracking.

All Countries

iOS Version Usage

15

14.5+

14

13

12

others

0%50%100%May 31Jun 30Jul 31Aug 31Sep 30

This graph shows the development in iOS version usage over time. The ratio between ID-enabled and no-ID users will increase upon the release of iOS 14.5.

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Relative CPM of No-ID iOS Traffic

This Week

17 October - 23 October 2021

54%

cheaper compared to ID-enabled traffic

Last Week

10 October - 16 October 2021

56%

cheaper compared to ID-enabled traffic

Targeting no-ID users tends to be cheaper than targeting ID-enabled users as the ads that are served to the former group are less personalized to their behavior.

All Countries

SKAdNetwork-Enabled Bid Requests

0%20%40%60%80%May 31Jun 30Jul 31Aug 31Sep 30

SKAdNetwork is Apple’s attribution solution for no-ID advertising campaigns.

Methodology

The post-IDFA dashboard insights are fuelled by the data we receive from our trusted industry partners. We work with 26 supply side platforms to give our clients access to hundreds of millions of users on iOS and Android devices. Our bidding infrastructure is built to manage these large amounts of traffic and processes 3.3 million queries per second, more than any other demand side platform in the market.