Embracing user privacy It’s been more than a year since the rollout of iOS 14.5 and Apple’s AppTracking Transparency (ATT) framework. This marked a critical shift in focus towards protecting consumer privacy. Although early predictions for industry-wide ATT opt-in rates were as low as 5%, our recent data shows a much higher rate of 25% — a number that is increasing consistently. While the opt-in rate for FinTech apps sits below the industry-wide average, at 11%, these changes to data privacy have reinforced the need for marketers in FinTech to extract value from their own first-party data. Given this, we can expect to see continued acceleration in ATT opt-in rates for the FinTech vertical, as more users understand the value of opting in and receiving personalised advertisements. Therefore, app marketers in the FinTech realm should implement robust opt-in strategies that communicate the benefits of targeted advertising to users. It’s this exact proposition, which Finance Monthly. F i nanc i a l Innov a t i on & F i nTech 63
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