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Is data privacy a losing game? Evidence from Apple's App Tracking Transparency (ATT) policy

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  • Nestor Duch-Brown
  • Christos Genakos
  • Blair Yuan Lyu

Abstract

We study the impact of Apple's App Tracking Transparency (ATT) policy, which requires apps to obtain explicit user permission before cross-app tracking, on the mobile gaming industry. Using SensorTower US data on the top 5,000 games on iOS and Android (2020-2023) and a difference-in-differences design, we show that ATT increases iOS games' revenue and revenue per user, with little impact on user numbers. Gains arise from re-optimised in-app purchase menus and more major updates, not higher prices or paywalls. ATT raises concentration and reduces entry, benefiting Apple and incumbents while raising barriers to entry for new competitors.

Suggested Citation

  • Nestor Duch-Brown & Christos Genakos & Blair Yuan Lyu, 2026. "Is data privacy a losing game? Evidence from Apple's App Tracking Transparency (ATT) policy," CEP Discussion Papers dp2207, Centre for Economic Performance, LSE.
    • Handle: RePEc:cep:cepdps:dp2207
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