The 2021 report reveals that app retargeting remains effective despite Apple’s App Tracking Transparency (ATT) changes. While the ad tech industry initially feared that ATT would cripple retargeting by limiting IDFA usage, the strategy is still thriving, particularly on Android and for opt-in iOS users. Post-ATT, Remerge saw increased ad clicks (+33%) and re-engagements (+25%) across campaigns. While iOS performance dipped, more than half of iOS inventory still has an IDFA, allowing continued successful campaigns. Experts highlight that Android campaigns have especially benefitted, with client investments doubling in 2021.

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