Latest Snapchat iOS14/IDFA Announcements
Along with Facebook and Twitter, Snap Inc – owner of popular photo-messaging app Snapchat – has publicly warned that upcoming privacy changes by Apple Inc could hurt their business although user growth and revenue beat analysts’ fourth-quarter estimates.
Clearly, these top Self Attributing Networks (SANs) are going to be impacted as it’s no secret their advertising business relies heavily on iOS revenue. According to recent reports; Facebook had the most significant iOS share of wallet with 51%, followed by Apple Search Ads (ASA) with 17%, Google UAC with 10% and Snapchat 6%.
As for Snapchat – the fourth biggest SAN on iOS behind Facebook, Apple Search Ads and Google UAC – 66% of their ad spend comes on iOS versus 34% on Android, so their advertisers do favor iOS.
What is Snapchat Ads doing about IDFA losses?
So, how is Snapchat responding to Apple’s decision to make IDFA access opt-in for users? Although they have been publicly pretty discrete on the current changes, they have officially stated they will support SKAdNetwork and are in active review of Apple’s SKAdNetwork 2.2 (available in 14.5 / SDK14.5), as published on their Help Center.
In response to Apple’s ATT framework, which limits the linkage of uniquely identifying user or device data across websites or apps for opt-out users, Snap assured they “will share more about the ATT management very soon”.
Snap continues to work on their privacy-centric approach measurement in a way that elevates users’ preferences, while minimizing the negative effect it can have on their experience.
What does it mean for your Snapchat campaigns?
Certainly, Apple’s upcoming iOS 14 privacy changes looming, represents the beginning of a paradigm shift for mobile marketing, especially when it comes to campaign performance outcomes.
Truth is, with SKAdnetwork (SKAN) there will likely be some limitations on app campaign structure, real-time data and view-through attribution with your Snapchat Ads, in a similar line to Facebook and Twitter.
So, how to respond to all these changes? While MMPs are still working to provide well-attributed data, the best solution right now is making sure your tracking methods and solutions are solid, keep on working closely with MMPs, and lastly setting aside budget for a variety of tests in preparation for the Apple changes, such as SKAdNetwork campaigns for Apps.
Snapchat ensures all advertisers are well-positioned to support any shifts in advertisements and that they will continue to release updates and new privacy-centric solutions to ensure optimal performance over time while continuing with their mission to empower people to express themselves, live in the moment, learn about the world, and have fun together.
One thing is for sure, to operate in this new post-IDFA world, understanding the business impact of marketing is more important than ever, as the industry changes its practices around how data is collected and used.
For now, give us a shout if you have any questions and stay tuned to our blog when more announcements are made in the coming weeks. For more information, you can contact us at firstname.lastname@example.org.