What You Need to Know
Apple’s changes to the IDFA (Identifier for Advertisers) and what it means for those across the mobile advertising industry have been well chronicled. Within consumer privacy circles, the move was applauded. Within the mobile advertising industry, the move was greeted with skepticism due to its implications on data, tracking and attribution. Prior to iOS 14, limit ad tracking (LAT) was already enabled by roughly one-third of iOS users. With more changes with iOS 14, some predictions are that the percentage of users using LAT would eventually be astronomically higher than one-third. Most experts have guessed between 50% and 80%. With next to no data being identified or passed, how could any advertising work with any promise for the future?
Opportunity: Enter SKAdNetwork, developed as an ecosystem that provides a privacy-safe environment for mobile attribution. No one is naïve enough to think there aren’t challenges for the industry, but there are strong opportunities, too. For all of us, it’s important to stay informed of what to know as we try to leverage the incredible power of mobile advertising.
Key Parts of the Ecosystem:
✓ Users and consumers
This is a tremendous chance for everyone in the tech industry – from advertiser to supplier to technology partner – to educate. We can be proponents of user protection while showcasing the incredible suite of functionality available to users – and exactly why it’s important for users to opt in (some features are much too relevant to go without!).
Advertisers, too, should become educated on the entire ecosystem and rely on experienced partners. Mobile marketing worldwide isn’t going anywhere, but the game has changed more in the last year than at any other time. It’s important for advertisers to align with a partner that has knowledge of the industry, a track record of working within both supply and demand sides, and relationships with major publishers or their own network or DSP.
✓ Data Partners/Mobile Measurement Partners (MMP)
An experienced intermediary between advertiser and publisher or app is still important. When SKAdNetwork was introduced, it wasn’t the end of data; it meant the industry was likely to pivot away from the IDFA or user consent-based model. Data is still available, and advertisers should have partners able to access, analyze and, most importantly for performance marketers, attribute it.
If you’re an advertiser looking to maximize your mobile marketing spend, make sure DSP‘s are registered with an SKAdNetwork ID and can integrate. Your DSP partners should set you up with testing and verification, as well as manage source ID‘s, tracking, Postbacks and attribution. Call or email us today!