With the release of the iOS 14, and the IDentifier For Advertisers (IDFA) becoming almost useless, the online marketing industry is facing the beginning of a new era. In this article we briefly explain how the new release is affecting tracking, and what solutions are embraced by Dreamin to effectively measure results across performance marketing campaigns on iOS.
In WWDC 2020 Apple announced their new AppTrackingTransparency (ATT) framework, requiring users on the new iOS 14 version to opt in to tracking. Moving forward, the IDFA will only be present for users who explicitly give their consent to the advertiser to use their data for advertising purposes. This is what the pop up message on the user’s device will look like-
It goes without saying that the typical user in 99% of cases is likely to pull the trigger on that second option, which clearly is a game changer for marketers. But, with user privacy being the primary concern, who would argue with that? Instead, what marketers and developers are left with is the need of creativity, maybe more than ever, to work around the identifier limitation while securing their marketing operations and revenues. Considering an ad spend of $189 billion in 2019 in mobile marketing (statista.com), these revenues are well worth securing on industry level.
Although Android holds the majority (51.8%) of smartphone consumers, iOS users are the most valuable with $15 billion revenue in Q1 2020 vs. $8.3 billion on Android (according to App Annie).
With 1.5 billion active iOS users reported in 2020, and a projected 70% of them to eventually be on iOS 14, approximately 450 million iOS users remain with IDFA still accessible. With the US being among the countries dominated (60%) by iOS, the negative impact over worldwide marketing revenues is becoming viable and calling marketers for immediate action.
The level of granularity that marketers obtained thanks to the IDFA - whether for tracking, re-targeting & compliance purposes to name a few - is hard to substitute, and yet there are ways to facilitate this transition into an IDFA-less ecosystem.
The following solutions provide attribution and performance measurement without compromising on user privacy, and are all embraced by Dreamin-
Apple’s SKAdnetwork is taking charge of attribution thus resulting in MMPs seeking solutions to allow them maintain their position as data collectors, while providing app developers with an added value for their ad spend.
Our industry is still in the information gathering stage, and the iOS 14 release will bring along some innovation, comprehensive testing and some patience until an optimal solution is found. During these times, as always, Dreamin will keep exploring the best solutions that are out there to provide the best response to iOS 14 for the prosperity of our partners’ business objectives.
During special times like this, we like to remind ourselves that learning, experiencing and evolving is what drives innovation and results! May the remainder of Q4 2020 bring maximized opportunities and valuable learning upon all of us.
By Roberta D’Angelo, Director of Client Success & Growth at Dreamin