Performance of Limit Ad Tracking traffic, aka non-IDFA, on iOS
Last June, upon Apple announcing the pending release of privacy features that would significantly limit access to IDFA on iOS for advertising purposes, Liftoff took the step of buying large amounts of non-personalized “Limit Ad Tracking” (LAT) traffic on behalf of our customers. Our goal was to understand how well non-personalized traffic performed against down-funnel metrics including CPI, CPA and ROAS. The results were very good, leading us to spend larger and larger amounts against this IDFA-less traffic.
For those not familiar, iOS users have the ability to disable viewing of personalized ads, aka limit ad tracking, on their phone via the Settings app, which essentially hides their device ID (IDFA) from advertisers. The result is, even prior to the release of iOS 14.5 and the App Tracking Transparency framework, there are already a large number of iOS users not sharing their device ID with advertisers.
Below are a series of case studies we published examining performance of non-personalized, non-IDFA LAT traffic on iOS.