Dive Brief:

• Research from Tune found that even though mobile ad block app downloads are on the rise, fewer mobile users are turning on the limit ad tracking feature – down to 16.7% as compared to 22% last August, as reported by Ad Age.
• The limit ad tracking feature is a privacy tool available on iOS and Android devices that limits the amount of data advertisers can use about individuals’ ad viewing and interactions.
• "This is actually really, really good news, kind of like a second chance," John Koetsier, mobile economist for Tune, told Ad Age.

Dive Insight:

According to Jules Polonetsky, ‎CEO of the Future of Privacy Forum, the limit ad tracking feature hasn't been heavily surveyed. So while Koestier's comment might be comforting for marketers, this means it's possible that most mobile users are simply unaware the feature exists.

As it gets more media coverage, it's likely that mobile users will begin turning on the limit ad tracking feature in greater numbers. That scenario seems to be playing out with ad block tech adoption with its rising trend that has been following increased attention in both the ad industry and the general media.

Although desktop adoption of ad block software still outpaces mobile use of the tech, one data point from earlier this week should have everyone in the digital ad industry's attention: Adblock Plus, one of the more popular ad blocking solutions, announced it was about to pass the one billion download threshold. This figure compares to its 500 million downloads at the start of 2016. Currently the Adblock Plus mobile app accounts for about 10 million of those downloads.

With the debate only getting more heated, it's clear that the best route forward is by listening to consumers. If the limit ad tracking feature gains the same traction that ad blocking has, the ad community can consider this fair warning from fed up consumers.