Starting Spring 2021, Apple will roll out their iOS 14 update, which includes changes to their privacy and data sharing policies, also known as Apple’s App Tracking Transparency Framework (ATTF). Apple wants to give users a more transparent choice to protect their privacy and information. Over the next several months, app developers will include a notification upon installation asking if the user consents to data sharing/tracking. This release is the beginning steps of the industry’s continued trend away from device and browser identifiers such as cookies and mobile IDs.
We currently believe that Apple’s App Tracking Transparency Framework (ATTF) will largely impact campaigns targeting specific in-app inventory, such as the WSJ app or WordsWithFriends. Over the coming weeks and months, Choozle will continue to monitor all ad groups explicitly targeting mobile devices and mobile in-app inventory to fully understand how these changes impact delivery and performance. As needed, as well as we approach the end of third-party cookies towards the end of 2021, we will expand and amplify Choozle’s solutions and product offerings available to everyone to adjust to the industry’s changes to ensure you can execute successful campaigns and digital advertising strategies.
What You Can Do
For marketers targeting specific in-app inventory, here are a few steps we recommend marketers can take as a result of this change:
- Use third-party data targeting segments that have mobile-specific audiences which are based on people-based identifiers like email addresses. Mobile-first data partners like Mobilewalla, 42matters, AlikeAudience, Cross Pixel, Factual, Kochava Collective, oneAudience, PushSpring, and TrueData.
- Use cross-device targeting to expand the reach of your audience. Leveraging the use of Cross-device targeting powered Identity Alliance which is composed of Adbrain, LiveRamp IdentityLink, Oracle (formerly Crosswise), and Tapad device graphs. The system will decide which device graph to use when the impressions are served based on the targeting parameters, which will allow for better people-based targeting for your mobile-specific ad groups.
- Use your CRM lists to enable first-party targeting to access in-app mobile inventory. Through CRM onboarding, your audience will be mapped using LiveRamp’s Identity Graph, which will allow you to target without relying on cookies or mobile IDs.
Prior to the IOS14 release, there have been several predictions on the impact of opt-out rates due to Apple’s App Tracking Transparency Framework (ATTF). Trends show that users are less likely to limit ad tracking based on a Singular report starting ~30% of users have limited ad tracking. At the same time, more users (70%) have opted out of location tracking for app developers. Just like the upcoming deprecation of third-party cookies, a reduction in mobile ids (IDFAs) is the beginning trend away from device and browser identifiers such as cookies and mobile IDs to people-based identifiers like email addresses.
For campaigns using cross-device targeting and tracking, there will some reduction in scale as users opt out of tracking on their mobile devices. This means you could see overall reach reduce slightly in the short term for campaigns and ad groups that use cross-device tracking even if they aren't exclusively bidding on mobile inventory. Each provider included in our cross-device offering powered Identity Alliance, which includes Adbrain, LiveRamp IdentityLink, Oracle (formerly Crosswise), and Tapad, are all making adjustments to their device graphs to focus on more people-based identifiers.
It is really important to note that Apple’s App Tracking Transparency Framework (ATTF) is only going to be available to iOS 14.5 users and the opt-out rate is unknown. With this in mind, all marketers need to monitor their data over the coming weeks to understand the impact of the update. Keep an eye on your iOS ad performance to prepare for the full update rollout and be ready to adjust your campaign if necessary.
What Does This Look Like for Consumers?
Over the next several months, app developers will include a notification upon installation asking if the user consents to data sharing/tracking. This will be available upon updates of Browser apps like Chrome and Mobile apps browser-level like WordsWithFriends, Candy Crush, NYT, WSJ, etc.