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.
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.
This Week
2 December - 8 December 2024
cheaper compared to ID-enabled traffic
Last Week
25 November - 1 December 2024
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.
SKAdNetwork is Apple’s attribution solution for no-ID advertising campaigns.
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.