Posts Tagged ‘IOS14’

Impact of iOS14 on the Mobile Advertising

Wednesday, October 14th, 2020

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:

  1. What are the changes, what is its future in the mobile advertising market, & how can we prepare for the change?
  2. How can advertisers create ad-free content on Apple’s mobile platform?
  3. 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!

The Plan: iOS 14 Update Platform Recommendations

Tuesday, September 29th, 2020

We surveyed many of our partners and asked their recommendations for advertisers who will be impacted by the change.  

Note: Recommendations are subject to change. 

Facebook 

Facebook partners provide the following changes related to SKAd network along with recommendation: 

  1. Ads reporting will see a number of changes for iOS 14 app install campaigns. It will depend on Apple’s SKAdNetwork (SKAN) API data:
  • No more demographic breakdowns
  • SKAN API will not support attribution window breakdowns (1D, 7D, 28D)
  • SKAN API will not support real-time reporting
  • Back data will be reported with a randomized delay of up to three days
  • iOS devices A/B testing mobile app installs and post-install events will be only available at campaign-level. 
  • No impact to reporting for Android and iOS 13 campaigns
  • SKAN API will report back data aggregated at the campaign level
  • Ad level reporting will be based on aggregated data received from the SKAN API
  • No cross-account reporting between iOS14 & non-iOS14 accounts. 
  1. iOS 14 devices won’t be able to measure app Installs and app events for Facebook Attribution, self-serve Conversion Lift, and managed Conversion Lift. 
  2. Facebook will share SKAdNetwork data with only those MMPs (mobile measurement partners) that have MMP Business Manager Permissions using Ad Insights API for all iOS14 mobile app install (MAI) campaigns. 
  3.  Advertisers using FB SDK will get support from AEO and MAI. 

Note: Facebook is exploring how they can support advertisers who use only the MMP SDK for other non-app-install iOS14 objectives. These objectives comprise Traffic, Conversion and Product Catalog Sales. Plus, app event optimization, and value optimization. Pre-iOS14 & Android reporting will remain the same. 

In September, the following limitations will be faced by users as imposed by Apple’s SKAdNetwork API: 

  • No limit on ads number
  • One ad set per campaign 
  • One iOS 14 ad account per app
  • Nine created/published campaigns at any given time
  • No support for Marketing API to create and edit campaigns targeting iOS 14

Recommendation: Review all the ad accounts running app install campaigns for your app. Consolidate budget as you will have to operate with only 1 ad account for iOS 14 app install ads. If you want to craft separate ad sets or campaigns per geo—start grouping by product category, geos, ARPU (average revenue per user), & language. This will help you to operate with limited campaign numbers. 

Recommended Steps for Partners to Prepare for iOS 14:

  • Update to the latest version of the Audience Network SDK
  • Leverage non-IDFA match approaches such as adopting Facebook Login

Google

Google partners explained the SKAd Network effect on conversion tracking. Here is the checklist recommendation: 

  • Post iOS14, all SDK or apps that want to access the IDFA will need to take the user’s explicit approval.
  • For apps, partners recommend Google Analytics for Firebase SDK as an Audience solution and 1P Measurement for apps. 
  • For regulations such as GDPR & CCPA, partners recommend customers to disable personalized advertising solutions for apps. 

This will raise Google’s vision to raise privacy for users while ensuring a healthy, ads-supported ecosystem. 

Impact for DV360 = Impact on App Install Campaigns for Google Ads

App Campaigns for Installs depends upon the iOS IDFA for two actions:

  • Measure conversions;
  • Optimize campaign performance. 

As you know, ACi will include two extra ways to optimize for iOS campaigns: SKAdNetwork & Conversion modeling. Here are the recommended changes to campaign best practices:

Consolidate Campaigns

Ensure that your total number of App campaigns are less than 100 campaigns per app. This will help you to make sure each campaign is compatible with SKAdNetwork and has significant conversion signals. 

Conversion Volume, Bids or Bidding Strategy Changes

TBD – there can be new requirements and additional changes for campaign minimums. 

Recommendation: tCPA campaigns for iOS. Alternative bidding strategy will work as it is likely that iOS 14 will support tROAS for modeled conversions during launch. 

Changes to Product Features

iOS14 will disable many ACi campaign features, especially for non-consented users on iOS. Such as:

  • Negative Filtering
  • Audience Exclusions
  • Deferred Deep Linking

iOS14 Preparation Checklist:

  • Implement Consent Dialog: Boost users to grant consent
  • Update the GA4F SDK: Update with the July 28 release. It has support for SKAdNetwork
  • Implement SKAdNetwork: Ensure to have SKAdNetwork
  • Consolidate campaigns: Ensure to have less than 100 campaigns per app 
  • Migrate off tROAS bidding: Say Yes to tCPA as a bidding strategy
  • Ensure your app is in sync for iOS14: Ensure your app is ready for iOS14 on the App Store

The Future: iOS14 Update, What Comes Next

Identity Resolution Challenges

Many platforms are promising about the next generation of identity resolution tools.  Why? Lack of a foundational identifier will lead us down a probabilistic path despite how technically sophisticated we are on display. This is a minimum requirement for an industry aiming to focus on a precise user targeting at the right time.

There will be several minor networks fade. Why? Because they won’t be able to compete with the identity graph strength of fixed players. Looking at Amazon’s growing programmatic arm, it is quite evident that they will keep growing their market share. Possibly there will be some minor exchanges to better leverage their: 

  • Spanning entertainment;
  • Deep identity graph; 
  • Gaming, commerce, and smart speakers. 

Web Browser & Cookies Tracking

The SKAd Network’s attribution solution is just like Apple’s “Private Click Measurement” proposal. Though not produced till yet, it is believed to be the ultimate state for ITP. It is likely to arrive within next 6 to 9 months.  The solution will reach Google’s Chrome browser before 2021 end (just an assumption). 

Incremental Testing

Not a new concept, but will gain prominence; especially for brands looking to learn media impact. However, if the media gets poorly targeted and becomes hard to control, it won’t be effective. (beyond the existing walled gardens of Facebook & Google)

The Impact of Apple’s iOS 14 on Digital Marketing

Monday, September 28th, 2020

iOS 14 is one of Apple’s biggest iOS updates to date. It has a bucket load of new, improved functional features and a handful of privacy & security ones for customers. Unfortunately, Apple is in sensational headlines for a broad impact across the digital marketing ecosystem.

Have a look:

The Basics: iOS14 Update

What is IDFA?

IDFA is Apple’s “Identifier for Advertisers.” It is a persistent ID assigned to Apple devices such as iPads, iPhones, and Apple TVs. Advertisers & app developers use the IDFA to identify iPadOS, iOS, & tvOS users across apps to deliver personalized & targeting advertising.

The IDFA also allows these platforms to run frequency capping, attribute impressions, measure campaign performance, and click to app installs. It is just like Android Advertising Identifier (AAID) and also known as a Mobile Advertising Identifier (MAID). The IDFA is mostly used in tandem with cookies (that exist in web browsers) to create a rich identity graph for ad targeting.

The Actual Change in iOS 14 Update

In iOS 14, Apple has changed the way app developers can access the IDFA. Before the update, the majority of users were using the IDFAs; with iOS 14, we expect a drop. Very few users will opt-in. Platforms and advertisers will have access to only a fraction of a % of the IDFAs. (that were available previously)

Image for post

The Impact: iOS 14 Update Effect on Digital Marketing

When asked about the potential impact of iOS14, Apple shared very little information mentioning about user experience. But, two major areas will see an immediate change.

App Install Tracking & Attribution

iOS 14 has SKAd Network. It will not allow you to share any device-level or user-level data with an advertiser. Apple will control attribution passed back to Registered Ad Networks. SKAd Network will:

· Permit only click-based attribute;

· Not provide date stamp parameter;

· Limit Campaign IDs to 100 per ad network;

· Offer conversions in batches with a latency of 24–48 hours.

Other limitations of SKAd Network:

The Impact of Apple’s iOS 14 on Digital Marketing

There is a dire need to explore and determine how it will affect app developers and what possible solutions to the challenges are.

Image for post

The only thing that is clear till now is — Advertising industry will see a dramatic impact.

Advertising: Personalization, Targeting, Frequency Capping

Currently, it’s tough to predict how reliable advertising platform identity graphs are on IDFAs. If we trust at the Facebook perspective — they will see Audience Network revenue cut in half. Then, iOS14 will be going to have a dramatic impact on advertising on the open web.

If we move ahead with the Facebook conversation that iOS & Android users are 50%-50%. And, there will be a direct loss of the entire iOS audience network. Facebook will not be able to ask users to provide IDFA at all. Even if a user wants to opt-in, they won’t be able to.

However, as expected Facebook or any of the walled garden advertising solutions (YouTube, Google Search) won’t face any significant effect. Why? Because their in-platform user ID graphs will provide them a more strong & resilient audience targeting solutions.

Apps & programmatic placements across the open web will see a real impact. It’s not like advertising will end. There will be a drop in targeting power & control, which will eventually create inefficiencies & poor ad personalization. It is still unidentified how publishers will combat. It might be possible they will add ad units to the detriment of advertisers & users to recover revenue streams.

Image for post

To know more about the iOS 14 Update Recommendations. Click here

Recent Posts

Recent Comments

Get In Touch

Ask Us Anything !

Do you have experience in building apps and software?

What technologies do you use to develop apps and software?

How do you guys handle off-shore projects?

What about post delivery support?