Four years since the launch of Apple’s App Tracking Transparency (ATT) framework, AppsFlyer’s latest data shows that privacy and performance are no longer opposing forces in the mobile marketing ecosystem — especially in dynamic markets like the UAE. Across industries and regions, advertisers are not only adapting but thriving in a consent-driven, privacy-first environment.
Globally, opt-in rates have steadily risen since ATT’s debut in April 2021, with almost 50% of users now consenting to tracking — up 10% since launch. The data suggests that when presented with transparency and value, users are increasingly willing to participate in data sharing.
UAE: High Performance Meets High Consent
Nowhere is this privacy-performance alignment more evident than in the UAE. Between 2023 and 2024, the region saw a sharp increase in non-organic installs: +164% in Finance and +49% in Shopping — driven by recurring spikes during high-intent seasonal periods. These peaks typically occurred from September to December, ahead of Black Friday, Cyber Monday, and the Dubai Shopping Festival, and again between February and May (depending on the year), aligning with Ramadan.
Despite this surge in scale, ATT opt-in rates remained strong in Q1 2025:
- Finance: 53% (vs. 57% globally)
- Shopping: 48% (vs. 47% globally)
- Cross-category average: 53% (vs. global 49%)
This data reveals a growing responsiveness among UAE users to ATT prompts, particularly when value is clear and timing aligns with intent-driven moments. The market’s unique combination of digital maturity, trust in mobile services, and demand for personalization, is fostering a climate where privacy-conscious growth is not only possible — it’s accelerating.
Global Trends Mirror Regional Confidence
Beyond the UAE, global data shows renewed confidence in iOS campaigns. iOS ad spend rose by 26% from 2023 to 2024 — far outpacing Android’s 10% growth — with 42% of apps increasing their iOS investments in Q1 2025 alone. Non-organic installs on iOS grew 29% year-over-year, while ATT prompt adoption by developers increased by 4% from 2023 to 2024 — now 71% higher than in 2021.
These trends confirm that performance marketing can thrive even under strict privacy regulations — provided marketers invest in the right tools and strategies.
