Apple made numerous changes to its operating system, and perhaps the most controversial of these changes involved the company disabling third-party tracking by default for iOS users. This has caused an outcry from companies like Facebook, whose entire business model relies on underhanded data collection practices. More importantly, brands and marketers felt like their job was getting harder, but the latest version of iOS that just came out might relieve some of the strain.
Ad fraud rates for iOS devices have hovered between 20% and 25% over the past few iterations, but with all that said and now out of the way, it’s important to note that it’s been down for three versions. consecutive. With the release of the highly anticipated iOS 16, it seems ad fraud rates have dropped by as much as 15%, everything has been considered and accounted for.
This is the lowest ad fraud rate ever seen on iOS devices, and it brings the rate down two points from the 17% seen with the release of iOS 15. This data comes from Pixelatean ad fraud researcher, and it was to analyze invalid traffic rates throughout the month of September.
This is useful for marketers because it’s the kind of thing that could potentially end up making their data more reliable than it otherwise might have been. Ad fraud is used by many malicious actors to attempt to generate revenue through fake clicks, which can skew the numbers that marketers have to work with.
Apple has made great strides in eliminating illicit practices in the advertising world, and the benefits of their efforts go both ways. Consumers can enjoy greater privacy when using their devices, and advertising professionals are now reaping the benefits of more accurate data. It will be interesting to see if the ad fraud rate drops further with the release of iOS 17.
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