The percentage of people who have switched Limit Ad Tracking (LAT) on has doubled on iPhone over the last four years in the United States. Over the same time period on Android, it’s shrunk by a factor of six or seven.
In other words, people on the two major mobile platforms are moving in opposite directions.
Limit Ad Tracking is a setting on Apple’s mobile operating system that prevents marketers from seeing and tracking customers or users by their device-specific Identifier for Advertising, or IDFA. On Android, clicking to opt out of interest-based advertising or ads personalization accomplishes the same task.