Food & Lifestyle Apps On IPhone Have Highest Opt-In Rates For Ad Targeting

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PubMatic’s research finds that the opt-in rate has stabilized but differs among different app categories. According to the study, users of food, commerce, and lifestyle apps are most likely to opt into data sharing. App categories with the highest identifier for advertisers (IDFA) presence in iOS 14.5 and later versions are food and dining (43%), women’s interest (43%), and automotive 938%), and the categories with the lowest IDFA’s are real estate (18%), music (18%) and home and garden (19%).