In our latest blog post on the burning subject of iOS 14+, we made it clear that in the post-IDFA era, the mobile marketer will prevail. Apple’s App Tracking Transparency (ATT) feature is now live and the key question is what should marketers and app publishers and developers do?
The short answer is update their methods and solutions. Adoption of Apple iOS updates tends to be rapid. The best way to assure your business operations in the ecosystem is to implement and use the changes to your advantage.
The industry has had a couple of months to adapt technologies and address this significant change. At Start.io, we released an updated SDK that presents a whole new set of ID-less targeting features so you can still effectively target your audience.
Mobile App Publishers and Developers
To help improve iOS monetization rates, we encourage mobile app publishers and developers to upgrade to version 4.6.3, which is Start.io’s iOS 14+ compliant SDK, and follow Start.io guidelines for iOS 14+ readiness.
Data drives superior monetization, and yet data doesn’t necessarily get attached to IDs. The ability to segment mobile audiences according to various factors, such as contextual usage of the device, app category and sub-category, time of day, language and many others, is key to driving outstanding performance.
Marketers – Mobile Is and Always Will Be Your Superpower
The limitation of IDFA collection will have an impact on the ability to directly measure campaign ROI. However, mobile still dominates the growth business, and there are valuable tools available to overcome those limitations.
Best practices will change for media buyers and marketers, yet the options are many and advanced. In fact, building an audience with real-time mobile signals (without IDs) can be almost identical. With Start.io’s new SDK, you can target audiences without an ID.
The non-ID campaigns’ activation is based on a clear mapping of the device attributes as mentioned. This set of features will give marketers additional granularity like never before, even in the absence of a unique identifier. Click here to explore our consumer insights and audiences page.
You’ve Got This, and We’ve Got Your Back
Both mobile app publishers and marketers are navigating their next steps in the new era introduced by iOS 14+, and we are all ready for it.
Implementing our new SDK and following our best practices in audience activation and media buying can make your way smooth and easy. In the event that you need any assistance, of course we are here for you. Reach out, and let’s discuss it!
Apple’s App Tracking Transparency (ATT) feature will roll out in early spring, according to the company statement. The move will change the company’s Identifier for Advertisers (IDFA) from opt-out to opt-in across iOS 14+ operating systems. The whole ecosystem that created value to the mobile app publishers and developers faces a tectonic change –bottom line, the mobile marketer will prevail!
Apple’s ATT changes will reduce visibility into essential metrics that show how ads drive conversions, such as engagement and sales. This change will affect how advertisers value mobile advertising.
To help improve iOS monetization rates, we encourage mobile app publishers and developers to upgrade to version 4.6.0, Start.io iOS 14+ compliant SDK, and follow Start.io guidelines for iOS 14+ readiness: https://support.start.io/hc/en-us/articles/360017903540-iOS-14-Readiness-.
Since mid-2020, when Apple introduced this change, the whole ecosystem has been adjusting its products to enable some ad spend visibility. You can learn more about how Google, Facebook, and Twitter are addressing this change.
The main question is how marketers are going to handle this change. Are we going to see a shift in budgets? Should the billboard industry, the print, and radio get a more significant piece of the pay? At Start.io, the answer is crystal clear: mobile marketing will stay the industry front runner – here is why.
The Mobile Marketer Cockpit
The mobile marketer cockpit has changed dramatically in the past few years. The ability to measure every step of the funnel introduced a new world of measurement and ROI optimization. Those changes brought a new marketer with “an unlimited budget” – a marketer that can measure the direct impact of every dollar ad spent. Apple’s change may impact some cockpit features, yet, the mobile device offering is still highly valuable.
Start.io Introduces Hyper-Contextual Mobile Marketing Driven by 1st Party Data
For a pilot, having a weather map of the whole route is essential when planning and navigating, yet it can’t replace the immediate and direct sensors. Start.io’s new iOS SDK launches a new set of features that enable real-time targeting and optimization driven by our SDK 1st Party Data. Marketers running display and video campaigns will shift their focus to the ability to target according to the device’s contextual usage.
Start.io’s SDK will enable optimization according to the local time of the marketer campaign, location (country, district, city, and more), app category and sub-category, app version, ad placement, device language, previous session’s ad engagement, and more.
This set of features will allow marketers to have additional granularity like never before even in the absence of a unique identifier on their campaigns. The mobile device remains a powerful tool for marketers.
