This report examines programmatic advertising trends post-Apple's App Tracking Transparency (ATT) launch. ATT's impact, reaching 82% iOS 14.5+ adoption, led to decreased IDFA traffic but retained over 50% of bid requests, enabling ID-based advertising at scale. App marketers are adapting via SKAdNetwork, Android focus, and incrementality methods. Creative strategies and contextual signals gain importance as ID traffic on Android and iOS becomes competitive. Privacy changes demand new measurement structures, deeper metrics, and creative testing to optimize non-IDFA traffic. The shift fosters resilience, innovation, and consolidation, aligning with the evolving privacy-first landscape.

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