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We surveyed many of our partners and asked their recommendations for advertisers who will be impacted by the change.
Note: Recommendations are subject to change.
Facebook partners provide the following changes related to SKAd network along with recommendation:
Note: Facebook is exploring how they can support advertisers who use only the MMP SDK for other non-app-install iOS14 objectives. These objectives comprise Traffic, Conversion and Product Catalog Sales. Plus, app event optimization, and value optimization. Pre-iOS14 & Android reporting will remain the same.
In September, the following limitations will be faced by users as imposed by Apple’s SKAdNetwork API:
Recommendation: Review all the ad accounts running app install campaigns for your app. Consolidate budget as you will have to operate with only 1 ad account for iOS 14 app install ads. If you want to craft separate ad sets or campaigns per geo—start grouping by product category, geos, ARPU (average revenue per user), & language. This will help you to operate with limited campaign numbers.
Recommended Steps for Partners to Prepare for iOS 14:
Google partners explained the SKAd Network effect on conversion tracking. Here is the checklist recommendation:
This will raise Google’s vision to raise privacy for users while ensuring a healthy, ads-supported ecosystem.
App Campaigns for Installs depends upon the iOS IDFA for two actions:
As you know, ACi will include two extra ways to optimize for iOS campaigns: SKAdNetwork & Conversion modeling. Here are the recommended changes to campaign best practices:
Consolidate Campaigns
Ensure that your total number of App campaigns are less than 100 campaigns per app. This will help you to make sure each campaign is compatible with SKAdNetwork and has significant conversion signals.
Conversion Volume, Bids or Bidding Strategy Changes
TBD – there can be new requirements and additional changes for campaign minimums.
Recommendation: tCPA campaigns for iOS. Alternative bidding strategy will work as it is likely that iOS 14 will support tROAS for modeled conversions during launch.
Changes to Product Features
iOS14 will disable many ACi campaign features, especially for non-consented users on iOS. Such as:
The Future: iOS14 Update, What Comes Next
Many platforms are promising about the next generation of identity resolution tools. Why? Lack of a foundational identifier will lead us down a probabilistic path despite how technically sophisticated we are on display. This is a minimum requirement for an industry aiming to focus on a precise user targeting at the right time.
There will be several minor networks fade. Why? Because they won’t be able to compete with the identity graph strength of fixed players. Looking at Amazon’s growing programmatic arm, it is quite evident that they will keep growing their market share. Possibly there will be some minor exchanges to better leverage their:
The SKAd Network’s attribution solution is just like Apple’s “Private Click Measurement” proposal. Though not produced till yet, it is believed to be the ultimate state for ITP. It is likely to arrive within next 6 to 9 months. The solution will reach Google’s Chrome browser before 2021 end (just an assumption).
Not a new concept, but will gain prominence; especially for brands looking to learn media impact. However, if the media gets poorly targeted and becomes hard to control, it won’t be effective. (beyond the existing walled gardens of Facebook & Google)
