AD TARGETING ALTERNATIVES AND MARKETING OPPORTUNITIES THAT COMPANIES ARE EXPLORING TO ADDRESS IOS14 PRIVACY AND TRACKING RESTRICTIONS

AD TARGETING ALTERNATIVES AND MARKETING OPPORTUNITIES THAT COMPANIES ARE EXPLORING TO ADDRESS IOS14 PRIVACY AND TRACKING RESTRICTIONS

Several solutions for the recent Apple’s IDFA removal are provided by RevenueCat, Adjust, Adweek, and 3Q, among other publishers. The complete information regarding these publishers’ articles that highlight the various ad targeting alternatives and marketing opportunities that companies are exploring to address iOS14 privacy and tracking restrictions is provided below.

Preparing Our Partners for iOS 14

  • This article was published on September 10, 2020, by Facebook.
  • Through this article, Facebook informs that it “will continue collecting IDFA on iOS 14 in an attempt to reduce unnecessary disruption to our customers’ businesses.” The company also shares some ways it is addressing iOS 14 changes, including not collecting the identifier for advertisers (IDFA) on its own apps “on iOS 14 devices” and reminding users about their options on how their information is used. Additionally, the company advises its partners on how to prepare for the changes.

SKAdNetwork and iOS 14 Privacy Changes

  • RevenueCat published this article on August 4, 2020.
  • In this article, RevenueCat discusses the outcomes of Apple’s new guidelines and provides advice for app developers. The company suggests that developers keep focusing on customer satisfaction, product improvements, conversion optimization, word of mouth, and other relevant advertisement details. It also advises that they use their 2020 budget on cost-effective marketing strategies and to have the flexibility to react “as ad networks, MMPs, and other companies begin rolling out SKAdNetwork support and SDK updates to comply with Apple’s new policies.”

Getting Your Company Ready for iOS 14

  • This article was published on Jul 28, 2020, by Adjust.
  • Paul H. Müller, the co-Founder and CTO of Adjust, advises advertisers on how to adapt to the new Apple guidelines regarding IDFA use. For example, he suggests planning for a version release with the updated SDKs, running tests on the user consent mechanic, researching “successful approaches to push notifications and consent forms,” and talking with marketing partners to “align on IDFA use in their targeting strategy.” Also, he states that Adjust is working with its clients to help them adapt to these changes.

The Impact of Apple’s iOS 14 on Digital Marketing

  • This article was published on September 2, 2020, by Wpromote.
  • Simon Poulton, the vice-president of digital intelligence at Wpromote, explains the impact of iOS14 and provides recommendations given by its platform partners to advertisers on how to adapt to the changes that the new iOS will bring. They suggest ensuring they’re using the most recent release of their specific SDKs, limiting the total number of app campaigns to fewer than 100 per app, and implementing a consent dialog, among other recommendations. Poulton also highlights what the future could bring with these changes, such as incremental measurement by brands “to understand the impact of their media.”

With Cookies Crumbled and IDFA DOA, It’s Time for a Better Identity Strategy

  • Adweek published this article on July 14, 2020.
  • Loch Rose, the chief analytics officer at Epsilon, explains what the new changes of iOS 14 mean for consumers, app developers, and advertisers. He also shares Epsilon’s strategy to adapt to the IDFA phase-out. For example, the company will identify and serve 98% of its ads to real people with CORE ID and have direct relationships with advertisers and app publishers “to establish an alternative, authenticated, and a persistent identifier.”

Apple’s IDFA Update: User Privacy Reigns… Now What?

  • 3Q published this article on June 30, 2020.
  • In this article, 3Q provides information on how Apple’s IDFA update affects advertising and the possible solutions for these changes. Solutions include SKAdNetwork, fingerprinting, opt-in IDFA, iOS referrer, and self-attributing networks (SANs). As per 3Q, the most discussed method is SKAdNetwork.

iOS 14, Third-party Cookies, and the Future of Data-driven Marketing

  • This article was published on July 7, 2020, by mParticle.
  • mParticle provides information on the areas that the new guidelines of Apple regarding IDFA will impact most, as well as recommendations for brands to adapt to these new changes. This company suggests that brands build data and identity assets, have clear customer consent, collect any identifiers available that are “approved for use by the customer,” and “provide value to customers.” mParticle highlights the importance of adaptation amidst Apple’s decision to change its guidelines.

IDFA Armageddon Roundup!

  • This article was published by Customer Acquisition on July 14, 2020.
  • In this article, Brian Bowman, CEO of Consumer Acquisition, compiles the opinion of different company leaders on Apple’s IDFA removal. For example, Alex Austin, CEO of Branch.io, believes that brands will most likely adapt to this change by using the traditional tracking link methodology, while Lior Barak, the co-Founder of Tale About Data, thinks that companies will “build in-house algorithm solutions.” Gabe Kwakyi, CEO of Incipia, thinks that there will be more innovation in statistical modeling to maintain advertising ROI, thoughtful creative strategy, and “growth in organic, referral, and influencer marketing.”

Managing the Implications of Apple’s IDFA Opt-In

  • BidSwitch published this article on July 30, 2020.
  • This article provides several solutions to manage the implications of Apple’s IDFA opt-in. Some solutions, besides SKAdNetwork, include the use of contextualization signals, supplemental signals (like IDFV and IPv6, etc), and potentially soft fingerprinting. BidSwith believes that “there are a few actions that publishers can take to make sure that they are prepared.”

SKAdNetwork, or What? The Assumptions of a New Reality After the Loss of IDFA!

  • App Growth Summit (AGS) published this article on July 30, 2020.
  • This article highlights different solutions that brands could adopt amidst Apple’s IDFA removal. These solutions include fingerprinting, retargeting, and SKAdNetwork. AGS also informs about the main impact that these changes could have on the marketing/advertisement industry.

Preparing For IOS 14: Insights From InMobi Exchange CAB Identity Focus Group

  • This article was published on September 09, 2020, by InMobi.
  • The article provides methods to tackle in-app advertising after iOS 14 and its new tracking guidelines are implemented. Such methods include setting up value exchanges to enhance users to grant tracking permissions, using a substitute identifier that can take IDFA’s place, and implementing contextual targeting. These solutions were collected from “experts from across the supply chain.”

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