The ATT Effect: How Mobile Marketers Win with Consent
The report highlights rising user consent, growing iOS ad spend, and the effectiveness of consent-driven marketing approaches.
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Privacy is no longer a roadblock to performance; it’s becoming the engine behind it.
Four years after Apple introduced its App Tracking Transparency (ATT) framework, new data from an AppsFlyer report shows that privacy and performance are no longer at odds in the mobile marketing ecosystem, especially in the UAE.
Instead, advertisers across regions are adjusting to a consent-driven environment, where privacy-focused strategies are becoming part of standard practice.
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.
Roy Yanai, VP Product at AppsFlyer, said, “Our data reflects a maturing relationship between apps and their users. We’re seeing that transparency doesn’t necessarily reduce participation—it transforms it into an active choice rather than a passive default.”
“Our research clearly shows that marketers can achieve effective attribution even in a privacy-centric environment by implementing a comprehensive measurement strategy. This includes optimising when and how the ATT prompt is presented to users, leveraging privacy-friendly aggregated measurement frameworks, implementing SKAdNetwork effectively, and utilising incrementality testing to identify true marketing impact.”
“The most successful advertisers have embraced these approaches rather than seeing privacy requirements as obstacles.”
Performance Meets 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 the value is clear and the timing aligns with intent-driven moments.
The market’s unique combination of digital maturity, trust in mobile services, and demand for personalisation is fostering a climate where privacy-conscious growth is not only possible — it’s accelerating.
Sarah Maina, Regional Manager, France and Middle East at AppsFlyer, said, “UAE users are showing that privacy and personalisation can go hand in hand. The high opt-in rates we’re seeing, especially in sectors like Finance, reflect a user base that values transparency and is willing to engage when they see clear benefits.”
“For marketers, this is a signal to double down on thoughtful ATT strategies — especially around prompt timing, user education, and value framing. The UAE may not be a one-size-fits-all model, but it’s certainly a leading indicator of what’s possible in other fast-evolving digital economies.”
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.
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