Impact Of The IOS 14 Update On Advertisers

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According to a statement from Apple, users will have the option to disable the IDFA identification at the app level as part of the iOS 14 release. This implies that the iOS 14 update would mandate that apps request users’ consent before collecting and sharing data, among other changes.

According to sources, Apple idfa IOS 14 has adopted a stance that customers have a right to privacy and is now making efforts to give users more flexibility in choosing not to participate in any form of targeting or tracking. This update is anticipated to apply to all of Apple’s product lines.

An IDFA is what? 

A distinctive identifier for mobile devices called IDFA -Identifier for Advertisers is used to target users and assess the success of advertising across mobile devices.

What plans does Apple have for IDFAs?

During their annual Developers Conference, Apple unveiled new features of iOS 14, the coming day operating system for iPhones and iPads. This version of iOS will feature significant privacy management changes that could significantly impact how mobile is used for insights, targeting, and identification. 

According to Apple, users will have the option to prohibit the sharing of this special identifier at the App level. Consumers previously had to choose not to. A message notifying the client to opt-in or opt-out of sharing this data will now show when a user installs or updates the latest iOS

After this shift, it’s predicted that between 10 and 15 percent of iOS users will share their IDFA with app publishers, down from the current 70 percent average. 

This pop-up notification is modeled after Apple’s iOS 13 update, which gave users the option to “always accept,” “restrict its use,” or “deny access” to an app that was tracking their location. Users of iOS 14 will also have access to a dashboard for “App Privacy” to view the permissions that their apps can access. 

Exactly why is Apple changing IDFAs? 

Apple has adopted the strategic and public stance that privacy is a user right. Therefore the adjustments to IDFA are not shocking. Apple has consistently taken action throughout its entire product line to allow people to reject any form of targeting or tracking. 

After all, Limited Ad Tracking (LAT), albeit hidden in iOS’s settings, has been a functionality on iOS devices for years. This new privacy prompt closely resembles earlier privacy measures Apple had implemented on its Safari browser, which prohibits using first-party cookies and places restrictions on third-party cookies. 

How Will the IDFA Update for Apple iOS 14 Affect Advertisers? 

SkAdNetwork will be used by platforms such as Facebook, Google, Snapchat, TikTok, DSPs, MMPs, etc., whereas Apple Search Ads will have their architecture.

With the help of Apple’s SKAdNetwork, attribution and measurement may be installed privately. When an ad is clicked, this framework appends attribution parameters, causing the app to send an install postback to the ad network with information like the campaign ID when it is initially downloaded and launched. The SKAdNetwork has currently experienced relatively low levels of acceptance among ad networks. 

The following areas will have an impact on advertisers:

Ad targeting: For users who have chosen not to share their IDFA, many targeting options (such as retargeting users based on device-level targeting) will no longer function. Platforms like Google and Facebook can use other deterministic variables (email, phone number) to identify devices. Still, other programmatic platforms that lack such deterministic ID graph information are likely to witness a decline in targetable audiences. 

Ad Measurement: Mobile Measurement Partners (MMPs) established their measurement and fraud capabilities on the IDFA identifier for ad measurement. We’re still going to witness a drop in the accuracy of data that MMPs have to detect fraud and effectiveness across mobile campaigns, even if Apple has announced a new API (SKAdNetwork) that will enable conversion statistics to be provided back at the campaign level. 

What Are Advertisers’ Next Steps? 

To ensure accurate tracking on iOS devices, you must update your measurement SDK to the most recent version if you have a mobile app.

Advertisers’ Checklist: 

  • Prepare your app to use the ATT prompt for early Spring implementation (exact timing from Apple TBD)
  • Update your SDKs to support SkAdNetwork and Apple Search Ads Framework such as MMP, Facebook, Firebase, etc.
  • Conversion Value Schema to be set
  • Discuss setting up each channel in the future and performance metrics for paid media
  • Ensure consistency throughout your stack by performing a “Tech Stack Evaluation” to ensure no gaps in reporting or attribution.

Build a “First Party Data Strategy” with a focus: 

After the initial install or activity, develop a strategy for mobile engagement by utilizing marketing tools like email, in-app messages, SMS, push notifications, and chatbots. 

Marketers must create innovative techniques to deliver tailored advertising and gauge success while upholding privacy regulations. Advertisers must know the iOS 14.5 updates, including the IDFA Guide and iOS 14.5’s IDFA Opt-In Navigation.