UAE: MMA MENA and AdColony are organizing a webinar on Monday, 12th of October at 19.00 Dubai time for one hour covering everything brand advertisers need to know about Apple’s privacy changes, and how to approach media buys on iOS apps going forward.
While iOS 14 is just around the corner, and developers continue to build, test, and adjust for the changes Apple’s latest operating system is bringing. There is one significant change many developers may not be taking seriously: Consent gathering for user data. Mobile apps and games have seen a tremendous surge over the past few months, so it’s no surprise that brands and agencies have taken notice while our clients and partners question what Apple’s recent changes in iOS 14 mean for them. Fortunately, we have some answersfor advertisers who will see shifts in how they advertise in apps of all kinds.
The changes are simple to implement for developers, but the impacts on the entire mobile ecosystem are complicated, and it’s worth taking time to understand these changes. This change will impact brands with apps like food delivery, coffee, retail, and beyond as many do not understand the changes to their app install campaigns and how to support SKAdNetwork requirements both on the campaign and the app development side.
By far the most significant impact of iOS 14’s changes for the mobile app and mobile advertising industries are the changes to privacy where users will be prompted to opt-in on an app-by-app basis. We expect the number of specifically addressable devices will decrease when iOS 14 launches. It is unknown what percentage of Apple users will choose to opt-in to sharing their data via this process, and estimates have ranged widely depending on who you ask.
While MobileDevMemo’s Slack group estimates opt-outs will be quite high, it’s possible that users used to accepting terms and conditions without reading them, or simply mashing the first option on a modal to get to the next screen are the majority and we don’t see that extreme a number. It’s worth noting that the current Limit Ad Tracking rate on iOS is around 30%, give or take, according to Singular.Developers have about 100 characters to convince users that sharing their data is a good idea with the modal notification. No doubt best practices and Apple’s own guidelines for what this text can say will be announced before iOS 14 goes live to the public this Fall and the privacy changes will apply beginning from January 2021.
There are other changes too — Apple’s SKAdNetwork will exit beta and become the source for app-install data. There’s a whole slew of other technical improvements and new APIs for developers to take advantage of, as with every release of iOS. For those who would like to dig in on setting up App Clips, home screen widgets, or any of the changes outside the scope of this post, we encourage you to checkout Apple’s own documentation. Users are no longer opted in by default. It’s up to developers to ask permission from users to get an opt-in and consent to collect and process personal data.
As one of the first mobile ad networks for mobile apps, AdColony has almost a decade of experience using the power of contextual audiences for advertisers of all types, in both direct and programmatic supply. With our granular bidding, app metadata and contextual data partnerships, and proprietary bidding algorithms engineered to optimize against contextual signals, we are confident our experience in this area will give our advertisers an advantage as the industry makes the shift.
SKAdNetwork is Apple’s replacement for the third-party measurement and attribution space for app install campaigns. SKAdNetwork is designed to allow ad networks (like AdColony) to directly attribute installs without using a third-party attribution vendor. AdColony is one hundred percent committed to supporting SKAdNetwork and we’re already registered with Apple.
AdColony VP Sales, EMEA & LATAM, Warrick Billingham said, “AdColony is committed to ensuring business continuity entirely within Apple’s guidelines for our publishers and advertisers when iOS 14 releases to the public this Fall, including all of our DSP and SSP partners. As one of the first mobile ad networks for mobile apps, AdColony has almost a decade of experience using the power of contextual audiences for advertisers of all types, in both direct and programmatic supply. Apple may have delayed enforcement, but the requirements are still coming. Now is still the best time to discuss the coming changes on our panel with MMA MENA and how advertisers can use this extra time to learn, test, and experiment for success."