Ready for the rollout? Tools you’ll need post-IDFA
The onset of Apple’s IDFA deprecation is here. With Apple’s App Tracking Transparency (ATT) framework rolled out to Beta users, and full rollout around the corner, the mobile app ecosystem enters its final stretch of preparations.
Collaboration is the new black
As the new privacy changes unfold, the industry is moving full-steam ahead to adapt and is closely collaborating with each other. Fyber, Liftoff, Chartboost, inMobi, Vungle, Singular, and AdColony joined forces to form the Post-IDFA Alliance – the go-to resource hub for everything IDFA related.
This close collaboration between supply, demand, and measurement reflects the industry’s commitment to build scalable and sustainable solutions, best practices, and tools to enable mobile marketers and publishers to navigate through the uncertainty of the post-IDFA world.
Time is running out
We’ve said it before, and we’ll say it again – it’s critical to test now and figure out what works (and doesn’t work) for your business. To make the most of what is likely the final stage before the IDFA changes are fully rolled out, marketers and publishers should take advantage of the fact that there is sufficient scale of both IDFA and LAT inventory on the latest iOS version, and test ATT and SKAdNetwork related workflows and performance, and benchmark LAT data against their standard ways of working.
Optimizing consent flows, testing post-install postback strategies, embedding new processes such as info.plist updates into version release workflows are just some examples of prep work that can be done today to mitigate the potential impact of this paradigm shift.
Building bridges, not moats
Since Apple’s initial June announcement, the main objective has been ensuring that publishers’ LAT inventory can be successfully monetized and measured via SKAdNetwork, while marketers and DSPs have confidence in the soundness of their infrastructure and ability to drive positive ROAS on this inventory. These solutions were built to serve the entire mobile ecosystem in a scalable manner, rather than create a narrow competitive advantage for a single company.
Ensuring the accuracy and completeness of your info.plist is crucial. Missing or incorrect IDs will result in less demand for your inventory, and any update of this list requires releasing a new version to the store, with the monetization impact persisting through the user-update cycle (typically around 2 weeks to reach 80%+ of user-base). To seamlessly and automatically generate and maintain a fully up-to-date list of SKAdNetwork IDs tailored for publishers’ apps, Fyber’s SKAdNetwork Toolkit includes the info.plist Generator and Updater. These tools are available to all publishers regardless of which mediation platform they use.
To ensure the completeness of the info.plist file before a new version is shipped, Fyber FairBid clients can use Fyber’s updated Mediation Test Suite to automatically flag missing or incorrect SKAdNetwork IDs in their info.plist, based on the publisher’s chosen demand stack.
Developing alternative solutions for privacy-friendly targeting is key for post-IDFA success. To help our partners achieve this success, Fyber added over 30 contextual targeting parameters to the bid requests it sends demand partners, significantly enriching the data available for DSPs to optimize bidding in a privacy-compliant manner. These parameters include signals such as Session Depth (number of impressions seen by the user within a single session), Prior Click (was the last ad impression clicked on), Completion Rate (percentage of video impressions viewed to completion within a single session) and many others.
Using contextual targeting solutions, marketers can understand a user’s propensity to engage by knowing if a user, for example, has clicked or completed a video within the session – and this allows the delivery of relevant and valuable ads. The parameters do not enable advertisers to identify a specific user or device, but only the context provided from a user’s engagement with an ad and selected device, game and app-level signals.
We’ve also been working closely with DSPs to ensure that contextual targeting parameters are implemented, and conducted end-to-end testing with both DSPs and MMPs to ensure that SKAdNetwork signals are successfully transmitted throughout the programmatic value chain. This SKAdNetwork testing environment enables marketers to verify the technical connections between their SSP, DSP and MMP are working before spending any actual campaign budgets.
The mobile advertising ecosystem is in the process of adapting to a new reality, and with players across the value chain collaborating more closely than ever, sustainable solutions are emerging that will help both publishers and marketers transition as seamlessly as possible to a privacy-friendly ecosystem – and continue to drive growth for their business.
In other words, No IDFA, No Problem.