Apple’s iOS 14.5 finally dropped 3 days ago, featuring the new App Tracking Transparency feature, and shouts of mass-confusion can already be heard across the land. While the feature is meant to give users the choice to opt out of third-party app tracking, many users are reporting across most social networks that the toggle button that should allow them to do so is greyed out.

It looks like those who had the “Personalized Ads” option disabled in their Privacy settings prior to installing the new version, are finding this new App Tracking Transparency feature disabled as well. Whether that means they are automatically opted-out of all ad tracking is unclear at this time. It is also unclear whether this is expected behavior within the software, or just a bug.

What is clear, however, is that the option is disabled by default for Apple IDs belonging to users under the age of 18. Again, the lack of choice remains unclear as to whether these users are protected from tracking or not. No official word from Apple on any of this, yet, and no choice but to wait.

In addition, for those who DO have the option enabled, many are finding the phrasing of the question “Allow App to Request to Track?” confusing. The wording is by no means accidental – and why should you be asked if apps can request to track you? Because a lack of identifiers is Hell-on-Earth for apps whose entire business model is based on tracking your data and performance. That’s why apps like Facebook and its chat-app Messenger (with Instagram likely to follow suit) are already rolling out in-app pop-ups asking you to enable tracking – and for them to run these requests, they need your permission.

So, where do you stand on third-party tracking?
Do you prefer seeing ads that are targeted to your demographic, or ads that may have very little to do with you and/or your lifestyle?

A recent poll conducted by Vorhaus Advisors shows that 1/3 of gamers are totally comfortable with ads; indeed, younger content consumers have come to view ads as a given, acceptable part of free content. And that’s great news for advertisers looking to reach new audiences.

Luckily, brands who are still looking for ways to target gamers don’t need third-party identifiers to find their audiences. With stats split nearly down the middle in age and gender, mobile gamers are a dream demographic, always looking to be entertained and engaged in new and exciting ways.
And where do you find this magical creature? Why, in its natural habitat, of course: In the game.

Are you a game developer or publisher looking to monetize your content? Brand or advertiser wanting to get into in-game advertising but don’t know where to start? Drop us a line at and we’ll help set you up with the right advertising/gComm strategy for you.