2020년 6월 연례 세계 개발자 회의(WWDC)에서 Apple은 항상 그랬던 것처럼 기기와 운영 체제에 대한 많은 변경 사항을 발표했습니다.
2020년 6월 연례 세계 개발자 회의(WWDC)에서 Apple은 항상 그랬던 것처럼 기기와 운영 체제에 대한 많은 변경 사항을 발표했습니다.
iOS/iPadOS 14.3이 출시됨에 따라 모든 신규 또는 업데이트된 앱에는 개인정보 보호 레이블이 포함되어야 합니다. 그렇지 않으면 App Store에서 허용되지 않습니다. 이 요구 사항은 타사 앱뿐만 아니라 Apple Music, Apple TV 및 Apple Wallet과 같은 Apple 자체 프로그램에도 적용되지만 내장 앱은 포함되어 있지 않습니다.
목표는 특히 앱 개발자가 수집하는 데이터와 사용 방법을 항상 명확하고 정확하게 설명하지 않았기 때문에 사용자 간의 개인 정보 보호 문제와 질문을 해결하는 것입니다.
그러나 반짝이는 UI 업그레이드와 새로운 미모티콘 스티커 사이에는 모바일 마케팅과 ASO 및 측정의 중요한 요소인 Apple IDFA가 다소 제거된 iOS에 대한 일련의 개인 정보 업데이트가 있었습니다.
이 블로그 게시물에서는 iOS의 인앱 모바일 광고에 대한 변경 사항과 그 의미를 살펴보겠습니다.
지금 ASO World 앱 프로모션 서비스로 앱 및 게임 비즈니스를 추진 하려면 " 자세히 알아보기 "를 클릭 하세요.
WWDC 2020에서 Apple은 향상된 사용자 개인 정보 보호에 관한 몇 가지 조항을 발표했으며 이러한 업데이트는 올 9월 최신 iOS 14와 함께 출시될 예정입니다. ASO World는 실제로 이러한 변화가 일찌감치 다가온다는 사실을 인지하고 1년 전부터 적극적으로 대응하기 위한 전략을 준비하기 시작했습니다. 이는 동료 애드테크 업계 구성원들이 새로운 변화를 빠르게 수용하고 새로운 시대에 진입할 수 있도록 돕는 것을 목표로 하고 있습니다.
iOS14 업데이트 이후, 개발자가 광고 추적을 위해 사용자의 IDFA를 얻으려면 사전에 사용자의 허가를 받아야 합니다. 이는 앱을 처음 열 때 또는 로그인과 같은 특정 시나리오에서 발생할 수 있습니다. 타사 계정으로 앱에
다음에 App Store에서 iPhone 또는 iPad로 앱을 다운로드하려고 하면 특정 세부 정보에 대한 단서를 제공하는 새로운 앱 개인 정보 보호 섹션이 표시될 수 있습니다. 특히 이 섹션에서는 앱의 데이터를 사용하여 사용자를 추적하는 방법과 해당 데이터를 수집하고 사용자의 ID에 연결하는 방법에 대해 설명합니다. 특정 앱 개발자가 이미 새로운 요구 사항에 대해 주저하고 있지만 이것은 사용자에게 큰 이점으로 들립니다.
이러한 변화는 더 많은 개인 정보 보호를 의미하기 때문에 소비자에게 좋은 소식입니다. 퍼포먼스 마케터에게도 세상의 끝은 아닙니다. 데이터 기반 사용자 성장을 달성할 수 있는 방법은 여전히 많이 있습니다.
사용자가 추적 여부를 결정할 수 있으며(앱이 IDFA를 받을 수 있도록 승인하는 행위), 사용자가 '추적을 승인하지 않음'을 클릭하면 사용자가 설정으로 이동하여 광고 추적( 광고 추적 제한), IDFA 획득이 거의 불가능합니다. (제외: 데이터에 따르면 약 10%의 사용자가 설정에서 광고 추적을 적극적으로 끕니다.)
무료 앱 마켓플레이스의 초석은 데이터를 수집하고 광고주에게 판매하는 기능입니다. 제품에 대한 비용을 지불하지 않는다면 귀하와 귀하의 데이터가 바로 제품입니다. 이 개인 정보 보호 기능은 광고주에게는 나쁘지만 사용자에게는 좋은 광고 타겟팅 비즈니스를 심각하게 약화시킬 가능성이 있습니다.
예를 들어 Facebook은 이미 그 가치나 정확성을 보장할 수 없기 때문에 Audience Network가 iOS의 IDFA 정보를 사용하지 않을 것이라고 발표하면서 이에 맞서고 있습니다. 그렇게 되면 매출이 50%까지 치솟을 수 있습니다. 일부 광고 대행사에서 Facebook을 완전히 구제할 수 있을지는 알 수 없습니다.
GDPR 및 CCPA와 같은 규제가 강화됨에 따라 사용자를 추적하는 데 사용되는 정보에 대한 투명성이 조금 더 높아졌습니다. 이 변화는 문을 활짝 열어 놓았지만 우리는 정말로 데이터 보안 및 개인 정보 보호 분야에서 코너를 돌고 있습니까? 이 변경의 영향을 받게 될 또 다른 회사인 Google이 Android 휴대폰에도 동일한 변경을 적용할까요?
Apple은 타이머를 추가했습니다. 이 변경은 다운로드가 반드시 실시간으로 기록되는 것은 아님을 의미하며 아마도 사용자 개인 정보를 보호하기 위한 방법일 것입니다.
Apple의 SKAdNetwork 프레임워크는 여전히 매우 긍정적인 신호를 제공합니다. 이러한 개선은 Apple이 앱 개발자의 의견을 적극적으로 경청하고 있음을 의미할 뿐만 아니라 마케터가 보다 세분화된 작업을 수행하는 데 도움이 되는 도구를 도입할 것이기 때문입니다.
SKAdNetwork의 24시간 타이머는 함수가 처음으로 호출될 때 시작됩니다(일반적으로 앱이 처음 실행될 때). 타이머가 만료되면 전환 가치가 고정됩니다. 좋은 소식은 광고주가 경우에 따라 타이머의 잠금 메커니즘을 지연시킬 수 있다는 것입니다.
타이머 확장
일부 광고주는 캠페인을 최적화하기 위해 설치 후 사용자 활동이 24시간 이상 필요합니다. 한 예로 광고주가 3일 차 수익을 기반으로 최적화하는 게임 앱을 들 수 있습니다.
앱 실행으로 인해 전환 가치가 증가하면 타이머가 24시간 더 재설정됩니다. 이렇게 하면 이론적으로 광고주는 최대 2개월 동안 타이머를 계속 재설정할 수 있습니다.
여기서 고려해야 할 세 가지 절충안이 있습니다.
타이머 지연
타이머 지연을 사용하면 유입경로에서 발생하는 이벤트(예: 7일 평가판 후 구독)를 측정할 수 있습니다. 함수에 대한 첫 번째 호출을 지연하여 이벤트 시작 시 타이머가 시작되도록 지연할 수 있습니다.
타이머 프롬프트를 지연시키면 선택한 이벤트의 측정이 보장되지만 이벤트가 발생하기 전에 사용자가 이탈하는 경우 포스트백이 전송되지 않습니다.
전환 가치는 사용자 여정의 모든 세부 사항을 포함해야 하는 64개 값의 단일 필드입니다. 매우 제한된 리소스이며 많은 광고주가 이를 활용하는 방법에 대해 혼란스러워합니다. 여기에는 "모든 경우에 적용되는" 접근 방식이 없으며 앱과 KPI 간에 전략이 다릅니다.
비트 분할은 수익, 참여, 전환, 유지 등 여러 KPI를 병렬로 측정하는 데 사용됩니다. 광고주는 각 KPI에 대해 서로 다른 비트 수를 할당할 수 있지만 더 많은 비트를 분할할수록 KPI 데이터가 덜 세분화된다는 점을 기억하는 것이 중요합니다. 이다.
이 방법을 사용하면 각 세그먼트에 대해 KPI 및 이벤트를 무제한으로 정의할 수 있습니다. 단점은 값을 특정 KPI(예: 수익)로 디코딩할 수 없다는 것입니다. 또한 이러한 64개 세그먼트를 설정하는 데 매우 부지런해야 하며 중복되지 않고 전체 앱 사용자 범위를 포괄해야 합니다. 각 사용자는 하나의 세그먼트에만 속해야 합니다. 결국 사용자가 둘 이상의 세그먼트에 속하면 세그먼트에 무작위로 추가되며 목표는 무작위가 아닌 최적화된 마케팅 결정을 내리는 것입니다.
SKAdNetwork용 서버 기반 솔루션을 사용하면 광고주가 클라우드에서 전환 가치 구성을 변경할 수 있으며, 여기서 명령이 SDK로 즉시 전송됩니다. 이렇게 하면 고객 논리가 원하는 구성과 지속적으로 정렬됩니다.
절충안? 각 구성 변경은 들어오는 포스트백이 이전 구성 또는 새 구성과 관련되어 있는지 여부를 결정하는 것이 불가능한 시간 창을 만듭니다. 이 제한을 해결하려면 6비트 중 하나를 지정하여 포스트백이 이전 구성 또는 새 구성과 관련되는지 여부를 나타냅니다. 전략을 자주 변경할 수 있는 유연성을 원한다면 측정하는 KPI 세분성 수준에서 타협해야 합니다.
도전에서 기회로
SKAdNetwork는 마케터에게 새로운 도전을 제시하지만 동시에 엄청난 기회를 제공합니다. 변환 값의 모든 비트와 바이트에 익숙해지면 적절한 계획, 테스트 및 가정 검증을 통해 경쟁이 치열한 시장에서 상당한 이점을 얻을 수 있습니다.
SKAdNetwork는 9월 iOS 14 출시와 함께 Apple 기기에서 모바일 앱 설치를 어트리뷰션하는 사실상의 방법이 될 수 있습니다. Apple의 IDFA는 iOS에서 광고 추적 및 속성에 사용되는 기본 식별자입니다. 선택권이 주어진다면 사용자가 광고 목적으로 추적을 선택하게 될 것이라고 상상하기 어렵습니다. 그리고 IDFA가 없다면 SKAdNetwork는 각주가 아닌 모바일 앱 어트리뷰션의 미래처럼 보입니다.
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Shannon Sullivan
@Brooke Guerrero Starting with iOS 14, Apple has introduced two new frameworks for attribution and ad measurement. First, Apple introduced the ATT (AppTrackingTransparency) framework, which manages access to the IDFA by requiring user consent. Apple introduced the SKAdNetwork in 2018, a different approach to campaign measurement where data at the user level is not available. With iOS 14 the SKAdNetwork framework will be updated to version two — as Apple attempts to ameliorate some of the impact of reducing developers’ access to the IDFA.
Tabitha Hardy
@Geoffrey Wade SKAdNetwork is another way to receive the attribution of advertising campaigns on iOS. Advertising networks must register with Apple, and developers must work to ensure that their apps are compatible with the registered networks and the new framework. However, SKAdNetwork poses some challenges for the methods mobile marketers currently use.
Bill Cannon
@Jennie Zimmerman As currently proposed, the SKAdNetwork provides 6-bits of downstream metrics with a first 24 hour timer. These six bits can change every time an event is triggered in-app, to a fresh six-bit event code defined within the app, extending the window by a further 24 hours. Once this event-window expires, a second 24 hour timer for attribution starts counting down. Within this 24 hour window, randomly, the SKAdNetwork returns the attribution data. The SKAdNetwork system shares this data in the aggregate, with no granular data accessible at the user level.
Bill Cannon
@Jennie Zimmerman The event codes can only progress upward. For example, if an app creates an event code for ‘Level One’ that reads 000001, then the user buys in-game currency, which is assigned a different value of 000011, and if this user later completes ‘Level Two’, the bits cannot be changed to 000010, since changes in only one direction are allowed. To avoid this, developers need to assign a bit value to each path or combination of possibilities, rather than to any individual event. The data tracked with SKAdNetwork and the granular, in-app events tracked by MMP-SDKs cannot be linked.
Bill Cannon
@Jennie Zimmerman SKAdNetwork is limited to 100 different campaigns per network. This may appear to be sufficient at first glance, as the average Adjust client runs 15 campaigns per network. However, there are often countless sub-campaigns for different geographies, device types or creatives. With SKAdNetwork, for example, the use of ten creatives in five countries would only allow two different campaigns per network.
Bill Cannon
@Jennie Zimmerman SKAdNetwork will require other changes for developers and marketers, since data delay of 24-48 hours (minimum) can hinder real-time optimization. Another shift will be in the area of ad fraud. The event conversion values mentioned earlier are unsigned, meaning that app developers will not be able to verify whether the event took place in the way that they are used to, opening the door for fraud.
Russell Lynch
@Don Delgado The full name of IDFA is Identifier for Advertising, which mainly used for ads tracking with user id identify. IDFA can be turned off or on, and is the only official permission Apple gives to advertisers to access user information. IDFA is turned off by default in iOS 14, but you can turn it on. 99% of iPhone users choose not to share IDFA, which is a major obstacle for digital media platforms to deliver accurate ads and blur the user profile. For users, you will receive far fewer personalized or relevant ads on your digital device. IDFA is very important to the advertising industry, it is a very important component for the display of advertising effects and the accurate description of user profiles. Once IDFA is closed, effect attribution, recommendation, wake up and identification of user identity, on which Internet advertising depends, will be difficult to achieve, and hundreds of millions of Internet advertising businesses around the world will be affected.
Russell Lynch
@Russell Lynch Although many Apple cell phone users who resent ad push support Apple's move, the fact is that on the one hand, based on Apple's advertising policy IDFA on or off does not affect the number of ad pushes. Some industry experts even said that closing IDFA will not make the ads less, but will only make them more flooded, because the ads cannot be placed with relative precision, but the ads cannot be left out, so they can only be "comprehensive coverage" and "high-frequency placement".
Russell Lynch
@Don Delgado The are several aspects that would be affect, it would be harder to re-target users, and access to high quality audiences. The ability to measure the value your ad spend is able to generate and the ability to test creatives at the ad level on networks such as Facebook will also be affected. You can check out iOS 14 IDFA Tracking Turn off, How It Will Change Mobile Marketing? if you want to know more stories about the impact of Apple disabling IDFA, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Eunice Ortega
@Georgia Harper In 2021, Apple will be launching its new IDFA and SKAdNetwork requirements. This change may not be ideal for everyone, but it has a lot of potential to bring about some new growth opportunities. As with most new things, not having a clear path into exactly what is in store can be daunting, but we are breaking into something new and can only assume that with new adventures comes new opportunities.
Eunice Ortega
@Georgia Harper Whether you choose to embrace the changes coming to ad networks or choose to implement a hybrid of options, the new IDFA and SKAdNetwork requirements are coming and will likely involve significant benefits (and higher conversion value) for your search and advertised app products.
Steven Wade
@Roy Maxwell Apple’s SKAdNetwork is a way to preserve user privacy during mobile installs. It is a way to measure certain conversion rates of CPI or app install campaign IDs without sharing the identity of the user. But how does Apple achieve this within specific privacy parameters and without user identifiers?
Steven Wade
@Roy Maxwell Apple and the App Store serve as the primary facilitator. The view through attribution process takes place through the App Store and is authenticated through Apple’s servers. After that, it is removed and separated from anything that can identify the user and temporal information, which the ad networks then receive.
Joseph Mcbride
@Gretchen Lewis For publishers to stay relevant, they must adapt to and adopt the support of the SKAdNetwork. Suppose the majority of advertisers choose to use SKAdNetwork with Apple’s tracking and primarily utilize programmed advertising on iOS. In that case, SKAdNetwork inventory may be the only thing to bid on. Figuring out how to meet this demand and adapt to these changes in real time is imperative to ensure that no one misses out on ad tech revenue.
Antonio Garza
@Tommie Chandler These transformations from Apple could pose some problems for advertisers who utilize specific measurement tools for optimization, budgeting for campaigns, and reporting. Advertisers will need to use contextual marketing to understand which ad campaign performance is the best. There are a few things advertisers are asking themselves.
Aubrey Conner
@Frances Watson Mozilla's point is that resetting this identifier prevents advertisers from developing rather detailed profiles on users, and is simple to do. It's not a hardware identifier (such as the EMEI of your iPhone), but rather a number generated by your operating system.
Carolyn Mathis
@Jorge Schneider If you don't want to stop ad tracking altogether—you're getting ads anyway, might as well be relevant—you can navigate to those same screens and tap Reset advertising ID on Android or Reset Advertising Identifier on iOS to cycle your ad ID and essentially force advertisers to start a new profile on you.
Connie Sharp
@Rudy Woods The full name of IDFA is Identifier for Advertising, which mainly used for ads tracking with user id identify. IDFA can be turned off or on, and is the only official permission Apple gives to advertisers to access user information. IDFA is turned off by default in iOS 14, but you can turn it on. 99% of iPhone users choose not to share IDFA, which is a major obstacle for digital media platforms to deliver accurate ads and blur the user profile. For users, you will receive far fewer personalized or relevant ads on your digital device. IDFA is very important to the advertising industry, it is a very important component for the display of advertising effects and the accurate description of user profiles. Once IDFA is closed, effect attribution, recommendation, wake up and identification of user identity, on which Internet advertising depends, will be difficult to achieve, and hundreds of millions of Internet advertising businesses around the world will be affected.
Connie Sharp
@Rudy Woods Although many Apple cell phone users who resent ad push support Apple's move, the fact is that on the one hand, based on Apple's advertising policy IDFA on or off does not affect the number of ad pushes. Some industry experts even said that closing IDFA will not make the ads less, but will only make them more flooded, because the ads cannot be placed with relative precision, but the ads cannot be left out, so they can only be "comprehensive coverage" and "high-frequency placement". The are several aspects that would be affect, it would be harder to re-target users, and access to high quality audiences. The ability to measure the value your ad spend is able to generate and the ability to test creatives at the ad level on networks such as Facebook will also be affected.
Connie Sharp
@Rudy Woods You can check out iOS 14 IDFA Tracking Turn off, How It Will Change Mobile Marketing? if you want to know more stories about the impact of Apple disabling IDFA, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Velma Day
@Cheryl Horton New in iOS 14 as well as macOS is a password monitoring system. This will alert you if any of your credentials are spotted in a data breach, which means access to your accounts could be compromised. From the top of the Passwords screen, tap Security Recommendations.
Shawn Hicks
@Lorena Potter iOS 14 is one of Apple's biggest iOS updates to date, introducing Home screen design changes, major new features, updates for existing apps, Siri improvements, and many other tweaks that streamline the iOS interface.
Lori Bell
@Emma Mcdonald iOS 14 is one of Apple's biggest iOS updates to date, introducing Home screen design changes, major new features, updates for existing apps, Siri improvements, and many other tweaks that streamline the iOS interface.
Tricia Strickland
@Alvin Cruz Apple prides itself on setting a high standard for user privacy and data security on every device it produces. However, your iPhone might not be as secure as you think. It's true that iPhones are more difficult to hack than other mobile devices, as they are produced by one manufacturer dedicated to keeping them secure.
Karen Romero
@Vernon Walker SKAdNetwork is an aggregate method for measuring attribution of mobile ad campaigns for iOS apps. SK stands for StoreKit, Apple's framework for developers to interact with the app store and in-app purchases. The framework involves three main entities: The ad network signing the ad.
Jessie Jordan
@Angie Brock The full name of IDFA is Identifier for Advertising, which mainly used for ads tracking with user id identity. IDFA can be turned off or on, and is the only official permission Apple gives to advertisers to access user information. IDFA is turned off by default in iOS 14, but you can turn it on. 99% of iPhone users choose not to share IDFA, which is a major obstacle for digital media platforms to deliver accurate ads and blur the user profile. For users, you will receive far fewer personalized or relevant ads on your digital device.
Jessie Jordan
@Angie Brock IDFA is very important to the advertising industry, it is a very important component for the display of advertising effects and the accurate description of user profiles. Once IDFA is closed, effect attribution, recommendation, wake up and identification of user identity, on which Internet advertising depends, will be difficult to achieve, and hundreds of millions of Internet advertising businesses around the world will be affected.
Jessie Jordan
@Angie Brock Although many Apple cell phone users who resent ad push support Apple's move, the fact is that on the one hand, based on Apple's advertising policy IDFA on or off does not affect the number of ad pushes. Some industry experts even said that closing IDFA will not make the ads less, but will only make them more flooded, because the ads cannot be placed with relative precision, but the ads cannot be left out, so they can only be "comprehensive coverage" and "high-frequency placement".
Jessie Jordan
@Angie Brock The are several aspects that would be affected, it would be harder to re-target users and access high-quality audiences. The ability to measure the value your ad spend is able to generate and the ability to test creatives at the ad level on networks such as Facebook will also be affected.
Jessie Jordan
@Angie Brock You can check out iOS 14 IDFA Tracking Turn off, How It Will Change Mobile Marketing? if you want to know more stories about the impact of Apple disabling IDFA, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Candace Hale
@Lydia Campbell The are several aspects that would be affect, it would be harder to re-target users, and access to high quality audiences. The ability to measure the value your ad spend is able to generate and the ability to test creatives at the ad level on networks such as Facebook will also be affected.
Candace Hale
@Lydia Campbell You can check out iOS 14 IDFA Tracking Turn off, How It Will Change Mobile Marketing? if you want to know more stories about the impact of Apple disabling IDFA, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Casey Abbott
@Pedro Oliver iOS has historically been a reliable choice for mobile markers, with revenue 82% higher than Android and strong retention rates across the board. But Liftoff’s research finds Apple’s IDFA changes might tip the scale in Android’s favor, with 80% of mobile marketers viewing the move as bad news for iOS. Nearly a third of those surveyed plan on shifting more spend to Android over iOS (29.4%) with another 44% considering it.
Casey Abbott
@Pedro Oliver Android is ready for its time in the spotlight. In the past year the platform has earned widespread favor from mobile users and marketers alike, chalking up more volume and more shoppers than iOS. New app releases on Android even outpaced iOS by a ratio of 3 to 1, driving 152% more app downloads with CPIs 4x lower than iOS.
Judy Herrera
@Russell Nash From a Home screen on your iPhone, navigate: Settings Settings icon > Privacy. Note If unavailable, swipe left to access the App Library. Tap Apple Advertising. Tap the Personalized Ads switch to turn on Switch On or off
Roberta Richards
@Randy George Apple's Identifier for Advertisers (IDFA) was launched back in 2012 to create an individual user ID that could support cross-device data tracking for advertising by third-parties. ... iOS 14 now enables users to choose whether they want to share their precise location (as in the past), or a broader, less precise radius.
Henry Cummings
@Santiago Roberts Over 30% of iOS users chose to opt-out of tracking in 2020, and this is up 216% since 2016 according to research by analytics provider Singular. This trend shows that there is significant consumer demand for blocking tracking and ad personalization and could well be part of Apple’s motivation to make it the default setting. “We believe tracking should always be transparent and under your control,” said Katie Skinner, a manager for user privacy software at Apple, during its Web Developers Conference this summer. “So, moving forward, App Store policy will require apps to ask before tracking you across apps and websites owned by other companies.”
Henry Cummings
@Santiago Roberts On the other side of the mobile fence, tracking opt-outs on Android have plummeted since 2016, now hovering around 3%. Again, this strange discrepancy sheds doubt on whether or not Google will follow Apple on device tracking settings.
Julie Hoffman
@Gladys Carlson The are several aspects that would be affect, it would be harder to re-target users, and access to high quality audiences. The ability to measure the value your ad spend is able to generate and the ability to test creatives at the ad level on networks such as Facebook will also be affected.
Julie Hoffman
@Gladys Carlson You can check out iOS 14 IDFA Tracking Turn off, How It Will Change Mobile Marketing? if you want to know more stories about the impact of Apple disabling IDFA, please feel free to contact me and I am always available to answer your questions, or you can visit ASO World for more information.
Richard Brown
@Misty Ray The mobile ad market is worth over $300 billion and Apple owns about 27% of that, according to Digiday. If most users choose to opt-out, that could have a huge impact on the advertising industry’s access to Apple’s notoriously more affluent user base.
Winifred Roy
@Carroll West This will have very little if any impact on Invoca users. Invoca users typically track calls from mobile web and search activity, which does not have access to the IDFA anyway. This means that Invoca’s call tracking and conversational analytics functionality as it pertains to mobile web and searches on iOS will not be affected.
Vivian Bell
@Oscar Lawson Apple’s SKAdNetwork is a way to preserve user privacy during mobile installs. It is a way to measure certain conversion rates of CPI or app install campaign IDs without sharing the identity of the user. But how does Apple achieve this within specific privacy parameters and without user identifiers?
Ellen Jordan
@Oscar Lawson Apple and the App Store serve as the primary facilitator. The view through attribution process takes place through the App Store and is authenticated through Apple’s servers. After that, it is removed and separated from anything that can identify the user and temporal information, which the ad networks then receive.
Victoria Gross
@David Peterson This will have very little if any impact on Invoca users. Invoca users typically track calls from mobile web and search activity, which does not have access to the IDFA anyway.
Victoria Gross
@David Peterson This means that Invoca’s call tracking and conversational analytics functionality as it pertains to mobile web and searches on iOS will not be affected.
Leon Wong
@Vickie Mann Each IDFA contains no personal identifying information, or PII, instead of serving to measure and identify user interactions with ad campaigns, installs, and in-app activity.
Annette Silva
@Raul Miles The Identifier for Advertisers (IDFA) is a random device identifier assigned by Apple to a user's device. Advertisers use this to track data so they can deliver customized advertising. The IDFA is used for tracking and identifying a user (without revealing personal information).
Clifton Holland
@Irene Phillips Apple has officially announced that it will be delaying the implementation of its new iOS 14 privacy measures until early in 2021 to give mobile advertisers and mobile app publishers more time to prepare. The change was simple but massive: making the IDFA opt-in. The IDFA is Apple's identifier for advertisers.
Jane Bryan
@Glen Jefferson Mozilla's point is that resetting this identifier prevents advertisers from developing rather detailed profiles on users, and is simple to do. It's not a hardware identifier (such as the EMEI of your iPhone), but rather a number generated by your operating system.
Rachael Buchanan
@Alan Webster If you don't want to stop ad tracking altogether—you're getting ads anyway, might as well be relevant—you can navigate to those same screens and tap Reset advertising ID on Android or Reset Advertising Identifier on iOS to cycle your ad ID and essentially force advertisers to start a new profile on you.
Juana Beck
@Angelo Reed By getting rid of the IDFA, Apple could make its platform more attractive to those who value privacy, consistent with the latest privacy-marketing ads for its iPhones and iPad. But the uproar from Apple's partners forced Apple to delay its move from mid-September, with the release of iOS 14, to sometime in early 2021.
Deanna Owen
@Jenny Jenkins The Advertising Identifier (IDFA) is a unique ID for each iOS device and is the only way to offer targeted ads. Users can choose to limit ad targeting on their iOS device. ... Ensure that you select the correct answer for Advertising Identifier (IDFA) usage.
Dixie Porter
@Ernest Brady The purpose of iOS Limit Ad Tracking (LAT) is to improve user privacy. Before iOS 10, when users actively selected LAT, the OS would send a “flag” indicating the user's wish. However, Apple's IDFA identifier was still there and not all companies honored the requests (this is still the case in Android).
Tony Jensen
@Sherri Lewis It’s not too difficult to understand how advertising identifier tech works. When a user clicks on an ad and opens the store, the network and the publishing app give it basic information such as campaign ID, network, and publisher. After that, the App Store sends a notification back to the network, indicating that the conversion event was successful.
Tony Jensen
@Sherri Lewis The notification is sent within 24 hours of the first launch and is entirely free of identifying user information or device information.
Tony Jensen
@Sherri Lewis The App Store runs the majority of this process, so the advertiser is unaware of the publisher and ad. The ad network will receive a notice indicating that an install has taken place without IDing the user and preserving the user’s privacy.
Candice Powers
@Oliver Higgins These transformations from Apple could pose some problems for advertisers who utilize specific measurement tools for optimization, budgeting for campaigns, and reporting.
Candice Powers
@Oliver Higgins Advertisers will need to use contextual marketing to understand which ad campaign performance is the best. There are a few things advertisers are asking themselves.
Arlene Gutierrez
@Micheal Palmer These transformations from Apple could pose some problems for advertisers who utilize specific measurement tools for optimization, budgeting for campaigns, and reporting.
Arlene Gutierrez
@Micheal Palmer Advertisers will need to use contextual marketing to understand which ad campaign performance is the best. There are a few things advertisers are asking themselves.
Beth Stephens
@Grace Bates There are a few ways to prepare for Apple’s new iOS IDFA user consent requirements. Though there are many things that companies may be looking into, here are some of the most important ways that you should consider preparing for the new requirements.
Beth Stephens
@Grace Bates Figure Out How You Want to Get Your Mobile Attribution Data Decide if You Will Guide Users Towards App Tracking Transparency Limitations of SKAdNetwork
Patricia Cortez
@Emmett Rhodes There are not really any direct alternatives to SKAdNetwork. What may happen is a mobile measurement partner (MMP) may choose to shift toward aggregated attribution solutions, which take deterministic and non-deterministic methods, differential privacy, and pieces from SKAdNetwork combined.
Patricia Cortez
@Emmett Rhodes With this in mind, utilizing a lot of SKAdNetwork data will need to be part of aggregated attribution to make it more accurate.
Patricia Cortez
@Emmett Rhodes There will be advertisers who do not want to work with the limitations of SKAdNetwork. So, MMPs will likely still continue to offer the infrastructure framework for both link building for tracking without SKAdNetwork and user routing for deep linking re-engagement.
Claire Campbell
@Marsha Salazar As mentioned previously, SKAdNetwork does present a few practical challenges in terms of advertisers. They are accustomed to obtaining data from attribution providers. Some of the other limitations of SKAdNetwork include:
Claire Campbell
@Marsha Salazar Granularity. Data is more limited to 100 ad campaigns on each network, per advertised app, and presents only at the campaign level.
Claire Campbell
@Marsha Salazar Advertiser Mistrust. Since data is primarily owned and reported by each individual ad network ID, the ad network is in charge of monitoring its own work. Advertisers obtain their data from other sources that tend to act more on their behalf.
Claire Campbell
@Marsha Salazar Risk of Fraud. Data is subject to easier manipulation, which can potentially increase the risk of ad fraud taking place.
Claire Campbell
@Marsha Salazar Limited ROI. The post-install notifications and notification features of SKAdNetwork are behind. They lack both in the real-time window in which app events are happening and measured and the commonality of app events.
Claire Campbell
@Marsha Salazar Delays. There is a delay window of a minimum of 24-48 hours between the time that an install takes place and when it gets reported, which can make it difficult for advertisers to work on the go.
Claire Campbell
@Marsha Salazar Linking and Attributions. The SKAdNetwork is currently not supporting deep linking and does not allow downloading as attributable.