IDFA Changes: LTV & Monetization

💎  x
13

Chandra Hill (CRO at MobilityWare - Mobile Games) discusses with David Simon (CRO at Fyber - Monetization Platform for Apps), Mirela Cialai (Sr. Global Marketing Director at Zinio - Digital Magazines), Kevin Bravo (Co-founder at 2nd Potion - Apps & Game Monetization Agency) and Casie Jordan (Sr. Director, Professional Services & Partnerships at Mopub - Twitter Ad Network) about how the changes in iOS 14 will affect LTV measurement, the challenges for apps' and games' monetization efforts and the importance of focusing on your current users.

Type:
Panel
Publication date:
August 11, 2020
Added to Growth Gems on:
August 15, 2020
💎 #
1

You're in control of where in the user journey you display the permission alert (ATT pop-up). You should be doing experiments ASAP to figure out what works better. One option: prompt before a rewarded video ad exposure (user already in mental mode of "value exchange"). [Casie Jordan, MoPub]

01:57:26
💎 #
2

You have to** understand precisely where the demand for your app inventory comes from. As an app developer you have access to a lot of **information besides IDFA that matters to buyers and that you can make available. Take your app-ads.txt stuff seriously. Pay attention to the data that gets passed from your app to a programmatic auction. [David Simon, CRO at Fyber]

02:00:48
💎 #
3

If you're not thinking about the LAT traffic as a testing ground today, you're missing out on an opportunity. [David Simon, CRO at Fyber]

02:01:34
💎 #
4

A bigger focus on user engagement is already happening in some companies. It's important to create relationships and have authentic communications with consumers. Invest in keeping your users. [Mirela Cialai, Sr. Global Marketing Director at Zinio]

02:03:23
💎 #
5

If you're not able to go 1:1 marketing for the majority of your ad dollars, then you should abandon the strategies that put you in play for 1:1 marketing. Get ready for the future. [David Simon, CRO at Fyber]

02:06:34
💎 #
6

Engaging with users is not only about advertising. You can also leverage CRM: email, push, SMS, etc. iOS 14 is not a setback in terms of communications with users, **but users' experience with ads is going to be much less relevant/tailored than currently.** [Kevin Bravo, Co-founder at 2nd Potion]

02:08:20
💎 #
7

IDFA traffic might see more competition and therefore better performance for publishers. It might also bring more differentiated demand. [Casie Jordan, MoPub]

02:10:46
💎 #
8

Asking for the IDFA permission has similarities to asking push permission but there will be more pushback. However: 1. You do not have to ask for IDFA in the initial session, you can prove the value of the app first 2. You can leverage several custom "pre-prompts" to better assess willingness to opt-in before asking for permission. [Kevin Bravo, Co-founder at 2nd Potion]

02:13:58
💎 #
9

The fact that the UA manager is now also a monetization manager (or that both teams are closer) is a big opportunity to better understand what is happening because you can get data from both sides. Think about other signals that matter (example: niche/type of apps and games). [David Simon, CRO at Fyber]

02:16:40
💎 #
10

LAT performance change in last 30 days: - Fill rate up 2x-3x times - CPMs up 50%-60% - LAT CPM is 66% of IDFA traffic (used to be 44%) Conclusion: DSPs are bidding more on LAT traffic to train their MLs and check ROAS. [David Simon, CRO at Fyber]

02:21:00
💎 #
11

You can figure out if a SDK can ask for permission on your behalf (and in general do anything with SKAdNetwork) because Apple has only one method to ask for this. Most SDKs are open source so you can check what they're doing! [Kevin Bravo, Co-founder at 2nd Potion]

02:25:40
💎 #
12

Understand how you can iterate quickly to find the right moment to request permission and build up the experience for asking consent. You shouldn't have to rely on an app release to do that and can leverage tools (like CRM tools) with a deep link to trigger the permission instead. [Kevin Bravo, Co-founder at 2nd Potion]

02:26:50
💎 #
13

Investing in the consumer relationship is super important. There will be odd winners in the opt-in game over the course of Q4, like IP-based game that have a strong brand connection (SpongeBob, Scrabble Go, etc.). [David Simon, CRO at Fyber]

02:34:35
This is premium content. Upgrade your plan in your profile to get access.
💎 #
1

You're in control of where in the user journey you display the permission alert (ATT pop-up). You should be doing experiments ASAP to figure out what works better. One option: prompt before a rewarded video ad exposure (user already in mental mode of "value exchange"). [Casie Jordan, MoPub]

01:57:26
💎 #
2

You have to** understand precisely where the demand for your app inventory comes from. As an app developer you have access to a lot of **information besides IDFA that matters to buyers and that you can make available. Take your app-ads.txt stuff seriously. Pay attention to the data that gets passed from your app to a programmatic auction. [David Simon, CRO at Fyber]

02:00:48
💎 #
3

If you're not thinking about the LAT traffic as a testing ground today, you're missing out on an opportunity. [David Simon, CRO at Fyber]

02:01:34
💎 #
4

A bigger focus on user engagement is already happening in some companies. It's important to create relationships and have authentic communications with consumers. Invest in keeping your users. [Mirela Cialai, Sr. Global Marketing Director at Zinio]

02:03:23
💎 #
5

If you're not able to go 1:1 marketing for the majority of your ad dollars, then you should abandon the strategies that put you in play for 1:1 marketing. Get ready for the future. [David Simon, CRO at Fyber]

02:06:34
💎 #
6

Engaging with users is not only about advertising. You can also leverage CRM: email, push, SMS, etc. iOS 14 is not a setback in terms of communications with users, **but users' experience with ads is going to be much less relevant/tailored than currently.** [Kevin Bravo, Co-founder at 2nd Potion]

02:08:20
💎 #
7

IDFA traffic might see more competition and therefore better performance for publishers. It might also bring more differentiated demand. [Casie Jordan, MoPub]

02:10:46
💎 #
8

Asking for the IDFA permission has similarities to asking push permission but there will be more pushback. However: 1. You do not have to ask for IDFA in the initial session, you can prove the value of the app first 2. You can leverage several custom "pre-prompts" to better assess willingness to opt-in before asking for permission. [Kevin Bravo, Co-founder at 2nd Potion]

02:13:58
💎 #
9

The fact that the UA manager is now also a monetization manager (or that both teams are closer) is a big opportunity to better understand what is happening because you can get data from both sides. Think about other signals that matter (example: niche/type of apps and games). [David Simon, CRO at Fyber]

02:16:40
💎 #
10

LAT performance change in last 30 days: - Fill rate up 2x-3x times - CPMs up 50%-60% - LAT CPM is 66% of IDFA traffic (used to be 44%) Conclusion: DSPs are bidding more on LAT traffic to train their MLs and check ROAS. [David Simon, CRO at Fyber]

02:21:00
💎 #
11

You can figure out if a SDK can ask for permission on your behalf (and in general do anything with SKAdNetwork) because Apple has only one method to ask for this. Most SDKs are open source so you can check what they're doing! [Kevin Bravo, Co-founder at 2nd Potion]

02:25:40
💎 #
12

Understand how you can iterate quickly to find the right moment to request permission and build up the experience for asking consent. You shouldn't have to rely on an app release to do that and can leverage tools (like CRM tools) with a deep link to trigger the permission instead. [Kevin Bravo, Co-founder at 2nd Potion]

02:26:50
💎 #
13

Investing in the consumer relationship is super important. There will be odd winners in the opt-in game over the course of Q4, like IP-based game that have a strong brand connection (SpongeBob, Scrabble Go, etc.). [David Simon, CRO at Fyber]

02:34:35
This content is available to Growth Gems premium members only.
Apply Now
💎 #
1

You're in control of where in the user journey you display the permission alert (ATT pop-up). You should be doing experiments ASAP to figure out what works better. One option: prompt before a rewarded video ad exposure (user already in mental mode of "value exchange"). [Casie Jordan, MoPub]

01:57:26
💎 #
2

You have to** understand precisely where the demand for your app inventory comes from. As an app developer you have access to a lot of **information besides IDFA that matters to buyers and that you can make available. Take your app-ads.txt stuff seriously. Pay attention to the data that gets passed from your app to a programmatic auction. [David Simon, CRO at Fyber]

02:00:48
💎 #
3

If you're not thinking about the LAT traffic as a testing ground today, you're missing out on an opportunity. [David Simon, CRO at Fyber]

02:01:34
💎 #
4

A bigger focus on user engagement is already happening in some companies. It's important to create relationships and have authentic communications with consumers. Invest in keeping your users. [Mirela Cialai, Sr. Global Marketing Director at Zinio]

02:03:23
💎 #
5

If you're not able to go 1:1 marketing for the majority of your ad dollars, then you should abandon the strategies that put you in play for 1:1 marketing. Get ready for the future. [David Simon, CRO at Fyber]

02:06:34
💎 #
6

Engaging with users is not only about advertising. You can also leverage CRM: email, push, SMS, etc. iOS 14 is not a setback in terms of communications with users, **but users' experience with ads is going to be much less relevant/tailored than currently.** [Kevin Bravo, Co-founder at 2nd Potion]

02:08:20
💎 #
7

IDFA traffic might see more competition and therefore better performance for publishers. It might also bring more differentiated demand. [Casie Jordan, MoPub]

02:10:46
💎 #
8

Asking for the IDFA permission has similarities to asking push permission but there will be more pushback. However: 1. You do not have to ask for IDFA in the initial session, you can prove the value of the app first 2. You can leverage several custom "pre-prompts" to better assess willingness to opt-in before asking for permission. [Kevin Bravo, Co-founder at 2nd Potion]

02:13:58
💎 #
9

The fact that the UA manager is now also a monetization manager (or that both teams are closer) is a big opportunity to better understand what is happening because you can get data from both sides. Think about other signals that matter (example: niche/type of apps and games). [David Simon, CRO at Fyber]

02:16:40
💎 #
10

LAT performance change in last 30 days: - Fill rate up 2x-3x times - CPMs up 50%-60% - LAT CPM is 66% of IDFA traffic (used to be 44%) Conclusion: DSPs are bidding more on LAT traffic to train their MLs and check ROAS. [David Simon, CRO at Fyber]

02:21:00
💎 #
11

You can figure out if a SDK can ask for permission on your behalf (and in general do anything with SKAdNetwork) because Apple has only one method to ask for this. Most SDKs are open source so you can check what they're doing! [Kevin Bravo, Co-founder at 2nd Potion]

02:25:40
💎 #
12

Understand how you can iterate quickly to find the right moment to request permission and build up the experience for asking consent. You shouldn't have to rely on an app release to do that and can leverage tools (like CRM tools) with a deep link to trigger the permission instead. [Kevin Bravo, Co-founder at 2nd Potion]

02:26:50
💎 #
13

Investing in the consumer relationship is super important. There will be odd winners in the opt-in game over the course of Q4, like IP-based game that have a strong brand connection (SpongeBob, Scrabble Go, etc.). [David Simon, CRO at Fyber]

02:34:35
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