Consumers Understand Tracking Value Exchange, Might Opt Out Anyway

AppsFlyer and Mobile Marketing Association’s “Personal Data, Privacy & Smartphones: The Cautious Consumers” report finds smartphone users are very aware digital publishers and app developers are making money via their data but do not buy the industry’s claim of tracking them to improve their “user experience.” A better user experience or not, the report notes most smartphone users plan to opt-out after seeing Apple’s IDFA option.