How to Prepare for a Post-IDFA World as a Marketer on iOS 14

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7

Shamanth Rao (Founder at RocketShip HQ - Mobile UA Agency) discusses with Eric Seufert (Strategy Consultant at Heracles Media), Thomas Petit (Mobile Growth Consultant) and Nebojsa Radovic (Growth Lead at N3twork) about how to prepare for iOS 14.

Type:
Panel
Publication date:
August 26, 2020
Added to Growth Gems on:
August 6, 2020
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1

In the context of aggressive enforcement by Apple and the fact that it's not just symbolic: what is more realistic is a switch to people doing measurement in a probabilistic way.

03:38
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2

Publishers have a lot of player profiles but impact of having this will be diminished. So publishers with a good understanding of technical UA and incrementality will be more valuable, the ones that are able to find players without VO/AEO.

10:53
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3

DSPs will exist but without the ability to filter out specific IDFAs the cost is more likely going to go up which will make DSPs less competitive.

12:08
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4

Will publishers be ready to pay for impressions to players without knowing how valuable they are? This will impact impression-level bidding and impression-level revenue reporting. Which means games might move to more IAP for ad-driven games.

12:35
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5

Targeting is the product for Facebook. If you get rid of the targeting, just going for generic/broad level of aggregated revenue won't work. The distribution of spend from users is long tail. If you can't target users individually then if efficiency drops by 20%, even with costs dropping by 20% you might not be able to spend anything because you are no longer able to target high monetizers.

16:29
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6

Subscription apps have a slight advantage. A lot of subscriptions happen in the first days which will make it easier on reporting. There is also less variance between revenue from different players. However it pushes everyone to be more aggressive with paywalls and that's probably why Apple will iterate a bit on SKAdNetwork and give the ability to receive different events for different periods of time.

23:53
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7

Nenadask the IDFA of payers. That way you can share the IDFAs of high-value players with platforms. bo thinks opt-in rates can be higher, especially because you are going to be able to ask for permission later

28:40
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💎 #
1

In the context of aggressive enforcement by Apple and the fact that it's not just symbolic: what is more realistic is a switch to people doing measurement in a probabilistic way.

03:38
💎 #
2

Publishers have a lot of player profiles but impact of having this will be diminished. So publishers with a good understanding of technical UA and incrementality will be more valuable, the ones that are able to find players without VO/AEO.

10:53
💎 #
3

DSPs will exist but without the ability to filter out specific IDFAs the cost is more likely going to go up which will make DSPs less competitive.

12:08
💎 #
4

Will publishers be ready to pay for impressions to players without knowing how valuable they are? This will impact impression-level bidding and impression-level revenue reporting. Which means games might move to more IAP for ad-driven games.

12:35
💎 #
5

Targeting is the product for Facebook. If you get rid of the targeting, just going for generic/broad level of aggregated revenue won't work. The distribution of spend from users is long tail. If you can't target users individually then if efficiency drops by 20%, even with costs dropping by 20% you might not be able to spend anything because you are no longer able to target high monetizers.

16:29
💎 #
6

Subscription apps have a slight advantage. A lot of subscriptions happen in the first days which will make it easier on reporting. There is also less variance between revenue from different players. However it pushes everyone to be more aggressive with paywalls and that's probably why Apple will iterate a bit on SKAdNetwork and give the ability to receive different events for different periods of time.

23:53
💎 #
7

Nenadask the IDFA of payers. That way you can share the IDFAs of high-value players with platforms. bo thinks opt-in rates can be higher, especially because you are going to be able to ask for permission later

28:40
This content is available to Growth Gems premium members only.
Apply Now
💎 #
1

In the context of aggressive enforcement by Apple and the fact that it's not just symbolic: what is more realistic is a switch to people doing measurement in a probabilistic way.

03:38
💎 #
2

Publishers have a lot of player profiles but impact of having this will be diminished. So publishers with a good understanding of technical UA and incrementality will be more valuable, the ones that are able to find players without VO/AEO.

10:53
💎 #
3

DSPs will exist but without the ability to filter out specific IDFAs the cost is more likely going to go up which will make DSPs less competitive.

12:08
💎 #
4

Will publishers be ready to pay for impressions to players without knowing how valuable they are? This will impact impression-level bidding and impression-level revenue reporting. Which means games might move to more IAP for ad-driven games.

12:35
💎 #
5

Targeting is the product for Facebook. If you get rid of the targeting, just going for generic/broad level of aggregated revenue won't work. The distribution of spend from users is long tail. If you can't target users individually then if efficiency drops by 20%, even with costs dropping by 20% you might not be able to spend anything because you are no longer able to target high monetizers.

16:29
💎 #
6

Subscription apps have a slight advantage. A lot of subscriptions happen in the first days which will make it easier on reporting. There is also less variance between revenue from different players. However it pushes everyone to be more aggressive with paywalls and that's probably why Apple will iterate a bit on SKAdNetwork and give the ability to receive different events for different periods of time.

23:53
💎 #
7

Nenadask the IDFA of payers. That way you can share the IDFAs of high-value players with platforms. bo thinks opt-in rates can be higher, especially because you are going to be able to ask for permission later

28:40
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This content is available to Growth Gems premium members only.
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