Ads, Tracking and Privacy: What 1.3 Billion App Installs Say About Smartphones and Tracking

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Ads, Tracking and Privacy: What 1.3 Billion App Installs Say About Smartphones and Tracking

Three years ago, Google and Apple added Limited Ad Tracking flags to help people limit the amount of data that advertisers can collect. While mobile ad blocking is climbing quickly — with its usage tripling in just the last three months — the use of limit ad tracking has been trending down precipitously. We analyzed 1.3 billion app installs from 150 million people in more than 200 countries to understand more deeply how consumers think about mobile, privacy, and tracking, and what they're doing about it. Download this white paper to learn:

  • What limit ad tracking does and does not do, and what consumers think of it

  • Global and regional usage of limit ad tracking across six continents

  • What advertisers and marketers do