96% of US users opt out of app tracking in iOS 14.5, analytics find

It seems that in the United States, at least, app developers and advertisers who rely on targeted mobile advertising for revenue are seeing their worst fears realized: Analytics data published this week suggests that US users choose to opt out of tracking 96 percent of the time in the wake of iOS 14.5.

The change met fierce resistance from companies like Facebook, whose market advantages and revenue streams are built on leveraging users' data to target the most effective ads at those users. Facebook went so far as to take out full-page newspaper ads claiming that the change would not just hurt Facebook but would destroy small businesses around the world.