You’ve heard the big news: Apple has announced that, upon a user’s upgrading to iOS 14, apps must ask for permission to access IDFA for advertising. So what does it mean for you?
Here’s what’s changing with IDFA:
If a user opts not to allow tracking, advertising attribution, frequency capping, and targeting will all be greatly affected. Based on previous upgrade cycles, these changes are likely to get adopted quickly in Fall 2020 with iOS 14 on over 50% of devices by November.
To address the gaps created by this upcoming change, we at Beeswax have already invested heavily in flexible IDs via the following features:
…and we are sprinting ahead with additional work to help customers this quarter and next with enhancements to:
Apple has created SKAdnetwork to allow advertisers to get some understanding of which campaigns are driving conversions. SKAdNetwork is only applicable to mobile app install campaigns on iOS and is only applicable on iOS 14+. Apple shares the following information on the postback conversion:
Attribution is on clicks only. No view-through attribution will occur. Apple does not send the IDFA (regardless of whether or not the user has opted into sharing it) or any other information we can use to tie a conversion back to an impression or user. Apple has a random timer that delays the post back so that timestamps can’t be used for attribution.
To track SKAdnetwork conversions on iOS14, customers should:
To track SKAdNetwork conversions on iOS 14, Beeswax will:
We also are working closely with each of the leading MMPs–Adjust, Appsflyer, Branch, Kochava, and Singular–to send them the postbacks that we receive.
We are also considering using IP address when IDFA is not available when our conversion tags are being used directly in-app.
We launched the option to fall back to IP address a few months ago, which helps whenever a user ID is not present including for other use cases like CTV. To have this enabled, contact your Customer Success Manager.
We also are planning to ingest IDFV as a fallback. Many exchanges are considering passing this through, and it will help to prevent too many impressions from the same campaign being served to the same person on the same app. It’s not a perfect solution, but every little bit helps!
To ensure customers know how much of their media is spent against users that do not wish to be tracked, we will be adding the following reporting dimensions:
As mentioned above, SKAdNetwork Conversions will also be added to Reporting and relevant logs.
Targeting and Optimization
While there will be no silver bullet to replace IDFA for targeting, we have already:
To additionally support optimization of performance campaigns, we will be adding session depth from exchanges that provide it as a signal.
To address scenarios where a user ID may not be present, we will also be introducing “Segment OR” capability, which will allow you on the same line item to target users in desired segments OR inventory that meets your needs. Right now, this use case requires separate line items, which can be inefficient from a budgeting standpoint.
We are also considering:
How You Should Prepare
While there is a lot of change coming, we at Beeswax are doing as much as we can to minimize the impact to you and to provide you new alternatives to dependence on the IDFA.
We are all ears, so please let us know if you have any additional suggestions for what we should be considering!
By Cadi JonesRead More