Apple is in sensational headlines for iOS14. There have released a ton of new security features with substantial implications for app developers. It will cause a significant change in the mobile advertising industry. This post is all about the impact of iOS14 on Mobile advertising.
Improved Security is always better. But is it? It depends on who you ask.
Have a look:
Let's begin with the WWDC 2020 Event!
The Impact of WWDC 2020 Event
It all began with the WWDC 2020 event. The privacy landscape of iOS is by far the most critical news in the mobile advertising industry. These changes will have long-term consequences. Also, it will help in solving problems associated with the user experience.
Will iOS14 Bring A New Privacy Standard?
iOS14 IDFA opt-in functionality represents a significant impact in the mobile advertising industry for next-gen mobile marketing.
Regardless IDFA gets eliminated or not the mobile advertising will have to adapt. It will also change how iOS targets get addressed in mobile marketing. Ad blockades introduction will be a positive change in the mobile industry. Another great thing: it will be a first building block to context-based advertising approach.
A shift to a paid model will also be there. Why? Two reasons:
- New trend that iOS14 ad blocking will entail.
- Decline of ad revenues by app developers.
Publishers will face ad blockades impact on mobile marketing strategy. App developers will need to customize their marketing strategies under iOS14 changes. This attitude alone will bring a massive change in the mobile market.
Trust me; if you are a mobile advertising blogger, it will be difficult for you to survive the iOS 14 advertising impact. It will also impact revenue.
The BIG Question: How Advertisers can Prepare for Transition?
Transition to a paid model on iOS14 & beyond is a prime concern for every mobile advertiser. It includes the following three queries:
- What are the changes, what is its future in the mobile advertising market, & how can we prepare for the change?
- How can advertisers create ad-free content on Apple's mobile platform?
- What new impact status quo will have in the mobile ad market & where will it lead?
How does iOS14 Work?
WWDC event clearly stated that iOS14 is just like iOS11 and iOS12. Apple also announced a new rule: Apps on Apple will need to obtain explicit user consent before using device ID. That means apps will ask users for permission before tracking them with IDFA.
Users can also disclose their approximate location with apps instead of the precise location. As a result, apps won't be able to identify your exact location.
The Outcome for Advertisers & Publishers
There are heated arguments about disruptive consequences for publishers. Why? Because ads are the prime income source for publishers, especially for small ones. PageFair and Adode report say ad blockers will result in a $22 billion revenue loss this year.
This ad revenue loss threat has forced the publisher to look for another approach to make money.
- Native Ads Growth: Mobile ecosystem will shift from script-based ads to native ads. It will avoid blocking the system.
- Less Free Content: Publishers might now shift their free content in exchange for displaying ads into paywalls. They will switch from web to mobile apps, where ad blockades are not available.
Marissa Mayer- Yahoo CEO comment:
" We are big believers in native ads because they enhance the user experience and are much less disruptive, and they are great properties in terms of the value they give to advertisers."
How will iOS14 Change Mobile Advertising?
This concept of a shift from more intrusive to the less has raised the controversial question: Who will identify if an ad format is good or bad for the user?
In a conversation with Eyeo GmbH, creator of a popular desktop ad-blocking tool Adblock Plus, we got to know he is connecting with other adblocking app developers to build a mutual policy to allow few apps to bypass the filters.
Final Thoughts– iOS 14 Advertising Impact
Gear up yourself for iOS14 & Apple new privacy regulations. Why? Because iOS14 is all set to change the mobile advertising future. While some are happy with a smart solution ensuring user privacy, others are concerning about a sustainable future.
Start preparing yourself to avoid surprises & revenue loss.
Get set go!