Prepare Your Business for iOS14 & IDFA Opt-Ins: Interview
The beginning of 2021 has definitely been a game changer for all mobile app developers, mobile app advertisers and mobile app partners – since Apple’s announcement to implement the new iOS14 privacy guidelines and the opt-out by default of Apple’s Identifier for Advertisers (IDFA).
If you’ve been following this topic closely over the last several months, you’re probably familiar with what the iOS14 Privacy guideline updates mean for mobile app UA campaign measurement. If you’re still unsure, please visit our series of posts in which we cover Apple’s new user privacy regulation for iOS 14, how it will affect advertisers and how they can prepare for it.
Many questions still arise: How would these changes be rolled out? How would they affect not only the mobile advertising industry, but also the developers who rely on ad revenue and tracking to run their business?
Despite big changes on the horizon, there is no need to panic. The online ad industry is resilient and will find a way to adapt. But in times of major changes, it’s critical for developers to strike the right balance that allows them to experiment and try new business models, while at the same time complying with the new privacy guidelines.
The biggest question now is how can advertisers start getting ready to make sure they’re one step ahead once iOS 14 launches?
In this post we interviewed our CEO, Hagop Hagopian – a renowned name in the growth marketing domain – who walked us through the steps you could take to prepare your business for iOS14 & IDFA Opt-ins.
On to the interview.
Questions are in bold; this interview has been lightly edited for clarity.
In general terms, what do we know about iOS14 and IDFA Opt-in?
The Armageddon is here! The IDFA deprecation is set to take place with iOS upcoming build, iOS14.5. Apple usually launches the new build in the beginning of the month so it is estimated for the first or second week of March.
What do we know about iOS14 and IDFA Opt-in?
What we don’t know today is how prepared are the MMPs and the ad networks. From what I heard lately from an existing client, is that Facebook SKAD numbers are not being reported properly through the MMPs. This indicates that the industry is not ready 100% for it.
What we also don’t know is what’s the quantifiable impact of the IDFA deprecation and the benefit of the Opted-in users. So far we can make all assumptions as to how much impacted the UA business will be for advertisers.
However, it will all depend on the activities that we will see from the first results. Same thing applies with the Opt-in users. We might be able to apply probabilistic models using that data. But, is it going to be 100% the right way to go?
What does Apple’s new privacy-focused IDFA changes mean for advertisers?
Limitation on how to run advertising for your iOS products. It can’t get any simpler than that, unfortunately!
What are the expected impacts on advertising, particularly from the UA perspective?
– Limitation on effectively and efficiently run UA campaigns using ROAS and CPA optimizations
-Changes in the marketplace. The industry leaders, Facebook and Google, might start losing some shares of the pie to Apple and DSP and video networks.
-Shift in investment from iOS to Android. Hence, creating a more competitive marketplace on Android. But if this happens, then it’ll loosen the competition on iOS. So you would be able to acquire users at lower cost without guaranteed quality.
-Goodbye to retargeting and re-engagement campaigns? We’ll have to find out. Limited number of events you can send through postback to networks. Hence their capability of optimizing efficiently will be limited. That means we will have difficulties doing the “whale hunting approach”.
-Change in your early KPIs since you have a shorter time window to report back to networks. Change in KPIs would enforce the product team to think differently about monetization and making sure it happens in earlier days than later.
Could you please walk us through the steps advertisers should start doing right now to adapt their businesses for iOS14 & IDFA Opt-ins?
Preparing your iOS reporting
The first thing you need to do is to update your MMP SDK to the latest versions to support SKAD network reporting. you will have two dashboards essentially, for those with 14.5 and those with 14.4 or lower OS.
Monetization early on the funnel
You need to make sure your monetization is happening earlier in the funnel. Otherwise, the networks won’t receive that info through the postback. The other alternative, is you can extend the postback time window to as many days as you like. However, the caveat with that is you lose days on sending postbacks and not optimizing efficiently.
Keeping you MMPs
What other options do we have? Unless Apple creates its own attribution platform.
What are the main things advertisers should take into account for their iOS campaigns?
1- Update to the latest MMP SDK
2- You have only 64 in app events that you can map and send them through postback. Choose those events wisely.
3- Start consolidating your campaigns across all the networks because you are going to be limited to 100 campaigns per title. Follow the new standard by channel because each channel has different limitations.
4- Consider lowering your iOS spend since there will always be delay in receiving install and post install data, 24 hours and 72 hours consequently. Additionally, we are still unsure of the exact impact. Therefore, you don’t want to burn your budget. Unless your objective is the lowest cost possible.
How can advertisers and growth marketers prepare for the future of mobile advertising?
I believe this new change will bring the industry closer together and we will see more collaboration across advertisers, networks and MMPs since we all are in it. If you haven’t been doing this, it’s time for you to start getting more involved with the changes and understand the product you are selling.
UA and Growth Marketing shouldn’t only be about bringing people through the door, but also learning how to engage them and retain them.
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 email@example.com.