Does the process for purchasing programmatic ads in apps change with the iOS 14.5 update?
You probably know that release of the iOS 14.5 update bring something new in a digital market. Now developers will not have access to the IDFA (The Identifier For Advertisers), unless the user himself authorizes its use.
Certainly, the IDFA was important to advertisers. All information about who the user is, when and how interacts with advertising was tied to IDFA. And now, each application is required to ask for permission to track. For this purpose Apple create so-called App Tracking Transparency (ATT) – a window with a request.
By the way, the digital space already has advice on this topic. For example, how to convince a person to give permission to use the data or when to show the window with request.
What does this mean in terms of BYYD’s process of work?
Automated ad buying in mobile apps hasn’t changed since Apple introduced new privacy rules. That’s because we have an alternative — SKAdNetwork. Apple introduced the framework already in 2018, but improved the version with the release of iOS 14.5
SKAdNetwork allows you to register traffic, analyze the number of downloads, activations, time spent in the application, etc.
Thanks to SKAdNetwork, conclusions are drawn about how high-quality audience was brought by this or that advertising campaign. Even if the user does not give permission for tracking by IDFA, its functionality is enough.
Leading SSPs have already optimized their technologies and the volume of SKAN-compatible ad inventory is growing every month. For example, in March 2021, only 27% of bid requests were SKAN compliant. In April, the number increased to 41%, and in May — up to 65%.
Due to the large number of connected SSPs, the BYYD team during the transition of SSP to SKAN from March to May 2021 was able to restrict target audience only to users who allowed data tracking.
As a result, the changes in iOS 14.5 did not affect the quality of BYYD’s customer ad campaigns during the transition in any way.