Stat Snapshot: Apple’s Cookie Threat

“Mobile advertising is seeing tremendous growth right now, with the ads served on iPhones and iPads accounting for a significant chunk of that growth,” said Matt Lawson, vp of marketing and alliances at Marin. “Poor analytics due to cookie blocking could lead to undercounting mobile advertising revenues, and ultimately to under-investing in mobile.”

Coupled with possible legislative attacks on cookie-based tracking, the old ways of traditional ad buys and tracking are going the way of the betamax. The study also found that the Apple iOS conversion rates were on average 23 percent higher than those of Windows users, when adjusted for iOS undercounting. That means that Apple users are active consumers ripe for targeting, but they’re escaping the radar.