How Will Apple’s iOS 14 Release Affect your TikTok Campaigns?
This post is part of our series of posts in which we discuss how the recent Apple’s new user privacy regulation for iOS 14 will affect advertisers and how they can prepare for it. In this post we explore in detail how TikTok will be impacted by the opt-out by default of Apple’s Identifier for Advertisers (IDFA).
But first, let’s recap! Last year, during their annual Developers Conference, Apple revealed new features of their iOS 14. Somewhere between fancy UI upgrades and new emojis, Apple shared large changes to their privacy management expected to go into effect in early spring 2021.
The new requirements – called App Tracking Transparency – mandates that apps ask for permission to track user behavior. This change means users are expressly giving or not giving permission to how much can be known about them. Many are anticipating users will opt out when given the choice so explicitly.
This move is clearly impacting consumers, ad platforms, and of course, advertisers, which rely heavily on user usage information to do things like report on actions or purchases from ads, create remarketing, and other similar functions.
Although the furor is around Facebook, it’s going to affect other platforms with apps that operate in a similar advertising environment. Thus, affecting the whole mobile advertising industry.
So, how is TikTok responding to Apple’s decision to make IDFA access opt-in for users? Across their marketing pages they have stated the following announcement:
“TikTok supports measurement and optimization based on SKAdNetwork API, Apple’s attribution solution. We are working with all of our Mobile Measurement Partners (MMPs) who have either released or will release an updated version of their SDK which supports SKAdNetwork API. Additionally, we will support SKAdNetwork reporting for dedicated iOS 14 campaigns in both Business Manager and Events Manager.”
In the meantime, they are encouraging advertisers and partners to: update their Mobile Measurement Partner SDK, complete the conversion event configuration in the MMP interface, and send all events to TikTok via the MMP.
What Measurements will be affected?
Due to limitations of SKAdNetwork API, advertisers will operate with the following limitations when creating dedicated iOS 14 campaigns:
Each iOS app will be limited to 11 campaigns with 1 ad group per campaign.
Dedicated iOS 14 campaigns can be created from multiple ad accounts, but the total number of active campaigns will be limited to 11
Dedicated iOS 14 campaigns across all relevant objectives will count towards the 11 limit, and after reaching the 11 campaign limit, advertisers will need to wait at least 72 hours after a campaign has ended to free up a campaign slot for a new campaign.
TikTok outlined what to expect for the measurements we were used to having. Overall there will be main changes to the way advertiser’s reach iOS 14 traffic when using the app install objective or catalog sales objective for app prospecting. Also, they can expect to see fluctuation on performance resulting in higher cost per action.
To try and minimize the impact of the data loss, TikTok is recommending all advertisers to streamline account management for iOS to use ideally a single account but no more than 2-3 total accounts for all your app campaigns; to consolidate Lookalike and interest group audiences where you either have similar bids or similar performance when measured by ARPU; and also, to understand best performing combination on iOS today.
Scan this QR to see in detail the table with impacts to app campaign delivery.
What does these changes mean for your TikTok campaigns?
Difficult to say what the precise impact may be, as most platforms have only started working on implementing and adapting changes to align with the new iOS 14 privacy policies coming their way.
On broad terms, after Apple’s ATT framework goes into effect, it will mean a prolonged and more difficult process before reaching who we want. This means a more complex advertising, that will require analytic and engineering updates to make sure all the tracking is captured with the new set of policies.
For big ones, like TikTok, ad business might not be that harsh, because users provide through their profile and activities much more data than an IDFA. The most significant effect will come in the spheres of app install ads and programmatic placements.
While TikTok ensures all advertisers, they will be providing detailed product-level guidance and mitigation strategies, no doubt 2021 will be very interesting with Apple iOS shaking the foundation of modern, digital advertising. We expect this year to be one of the most important, disrupting periods for the advertising world.
To help you navigate on this new post-IDFA world give us a shout and stay tuned to our blog when more announcements are made in the upcoming weeks. For more information, you can contact us at firstname.lastname@example.org.