ID Or No ID?
Tracking the post-IDFA changes in the world of programmatic mobile advertising on iOS
All Countries
iOS Bid Requests with ID vs. No-ID
ID
No-ID
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
17
16
15
14.5+
others
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.
All Countries
Relative CPM of No-ID iOS Traffic
This Week
22 April - 28 April 2024
53%
cheaper compared to ID-enabled traffic
Last Week
15 April - 21 April 2024
54%
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
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.
