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Webinar Recap: How Will Apple’s New Privacy Changes Affect Advertisers?

Posted Oct 23, 2020

Apple may have delayed the IDFA-restricting AppTrackingTransparency enforcement, but iOS 14 has already entered our lives, and the changes coming to the IDFA under the new privacy guidelines will be effective next year. This additional time is the best time to learn, test, and experiment for success when Apple flips the enforcement switch!

Apple has placed the responsibility of gathering consent on developers, with a modal to track users or share device IDs with third parties. 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.

AdColony and MMA (Mobile Marketing Association) organized a webinar to explain everything brand advertisers need to know about Apple’s privacy changes and how to approach media buys on iOS apps from now on.

You can watch the whole webinar below, or scroll a bit for our summary!

During the webinar, the three main takeaways discussed were:

Three Significant Privacy Changes coming from Apple in 2021

  • To get access to the IDFA, publishers will need to trigger an app-specific model asking for explicit content from the user to “track” them (share the Identifier for Advertisers — the IDFA) through Apple’s AppTrackingTransparency framework. Ultimately, the opt-in rates and what will happen are unclear for now, but what is clear is that brands and apps with better relationships with their consumers will probably increase their opt-in rates through trust and super messaging about why exactly the data sharing and the IDFA are important.
  • With the “app nutrition label” change, when users download an app, they will be able to see much more information about the privacy and data practices of the app. Which user data is collected, who is responsible for this app, etc.
  • A new version of Apple’s SKAdNetwork measurement solution is coming and is already here! SKAdNetwork has a source app and an installed app component, so if your app doesn’t support SKAdNetwork, any SKAdNetwork app install campaign can’t bid on your inventory. We expect SKAdNetwork demand to grow over time as UA marketers get more comfortable, and Apple expands its capabilities.

The Impacts of These Changes

Frequency capping or daily capping, suppression lists, demographic targeting, or audience targeting are the key metrics marketers use that will be most impacted by the loss of IDFA data, no matter how much opt-in rates do or don’t change. Still, mobile measurement as a whole will be impacted by Apple’s IDFA changes. The biggest question here that advertisers or marketers need to answer is, while facing these changes, what are other tools do we have to be able to drive efficient and proper advertising spend? Advertisers who find new solutions will be the winners in this new mobile world.

Privacy is a product for Apple. The more Apple cares about privacy, the more consumers will buy Apple devices, which contain (obviously) Apple operating systems. With this update, consumers will decide for themselves whether they should be tracked transparently. Thus, Apple actually pays attention to both consumer values and their own business priorities.

Being Ready for SKAdNetwork

When designing your app-install campaigns for SKAdNetwork, you need to be very careful to make sure that:

  • Your business intelligence (BI) systems are equipped to handle it.
  • Your campaign setup or structure is equipped to handle it.
  • Your mobile measurement partner (MMP) is set up to handle it.

For brand performance campaigns in particular, be sure that your mobile measurement is compatible with SKAdNetwork. – According to the KPIs of brand performance campaigns, advertisers should look for and test new solutions for Apple changes.

About the Speakers

AdColony Senior Product Manager for Advertiser Products, Alasdair Pressney — Alasdair Pressney oversees AdColony’s performance user acquisition advertising products. Alasdair’s prior experience on both sides of the mobile app industry with monetization and user acquisition for both clients and vendors give him a full, holistic, customer-centric view of the performance advertising and mobile gaming industries.

AdColony Product Manager for Privacy & BigData, Alex Ritchie — Alex leads AdColony’s privacy and data compliance initiatives, working across the organization and with partners to ensure transparent consumer privacy compliance. Prior to joining AdColony, Alex spent time in both digital marketing consulting as well as MarTech software development. Alex is passionate about Adtech, Privacy, and the intersection of the two.

AdColony VP Sales, EMEA & LATAM, Warrick Billingham — Warrick is leading the EMEA and LATAM teams at AdColony. He is an experienced and accomplished executive-level Media, Advertising, Marketing & communications professional, with particular strength in business development. With expert level experience in opening up new markets, introducing new products, growing revenue from new & existing clients across multiple geographies.

More on iOS 14

Want to get ahead of the game? There are a few other steps to get your app ready for iOS 14. You can find the big ones in our previous post and guide to iOS 14 readiness for developers. We’ve also covered some of the fundamental questions we’ve been hearing, the critical changes in iOS 14. Here are the answers to questions our brand and agency partners might have. For those looking for more information on the user acquisition end of things, we’ve walked through what’s needed to get UA campaigns going and the basics of iOS f14 for UA marketers. We’ve also put together a rough guide on asking for permission to track, that will definitely come up during this webinar!

About MMA

The MMA’s mission is to enable marketers to drive innovation and enduring business value in an increasingly dynamic and mobile-connected world. Comprised of over 800-member companies globally and 14 regional offices, the MMA is the only marketing trade association that brings together the full ecosystem of marketers, tech providers, and sellers working collaboratively to architect the future of marketing while relentlessly delivering growth today. Anchoring the MMA’s mission are four core pillars; to cultivate inspiration by driving innovation for the Chief Marketing Officer; to build the mobile marketing capabilities for marketing organizations through fostering know-how and confidence; to champion the effectiveness and impact of mobile through research providing tangible ROI, and to advocate for mobile marketers.

Jonathan

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