IDFA Changes: UA & Attribution

💎  x
18

Gabe Kwakyi (CEO at Incipia) discusses with Kalia Aragon (Product Manager at Disney Streaming Services), Angela Bauer (Senior Marketing Manager at Audible), Adam Jaffe (CEO at Tenko Games), Charles Manning (CEO at Kochava - MMP) and Claire Rozain (UA Manager at Product Madness - Mobile Games) about the upcoming IDFA changes in iOS 14, how it will affect how mobile marketers target and acquire users as well as how installs are tracked and attributed.

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

Look at the way you're currently marketing and try to build a framework using contextual modeling (using device graph, app bundle ids, time of day, IDFAs, etc. to signal you're on the right track). Train these models today based on ML. It will help you in the near-term (however the less IDFAs are available in the future the more your model will decline). [Adam Jaffe, CEO at Tenko Games]

06:07
💎 #
2

As an app publisher, communicate with all the teams within the company: management, data science team, product team to integrate/update all the SDKs and make sure everybody is ready. [Claire Rozain, UA Manager at Product Madness]

08:37
💎 #
3

Embrace the culture of experimentation and understand on which channels/campaigns you are getting incremental lifts. [Kalia Aragon, Product Manager at Disney Streaming Services]

09:49
💎 #
4

Advertisers want to interpret signals: deterministic signal, probabilistic signal. SKAdNetwork (even though it is delayed and not real time) is going to be balanced with other signals when making decisions. [Charles Manning, CEO at Kochava]

11:47
💎 #
5

It is not an either/or between SKAdNetwork and probabilistic signals. Both have to be synthesized in a tool for advertisers. [Charles Manning, CEO at Kochava]

14:32
💎 #
6

Kochava is going to be linking conversion values to the post-install events that advertisers are already used to. So the question for advertisers is: what is most important to track for you with these 6-bits? [Charles Manning, CEO at Kochava]

17:04
💎 #
7

SKAdNetwork's timer is per event so if you have several events together (like install, conversion, completed tutorial etc.) every event resets the clock. You might end up with 20 events with a 5-hour lag between each of them yet you're not going to get a post-back bundle for all these events until 3-4 days from now. Bottomline: if you want a lot of information, it will not be as usable as it is now for campaign optimization. [Adam Jaffe, CEO at Tenko Games]

20:32
💎 #
8

You have to look at the bigger picture (no longer just last-click revenue) and find how to interpret all the signals and how you read your data. Marketers have to be more educated on data and how to take long-term decisions. [Angela Bauer, Senior Marketing Manager at Audible]

21:47
💎 #
9

Until now, ROAS was used to decide between channels. The concept of incrementality (lift over base) will now become even more critical. Example: what happens if I turn Facebook down 40% in Germany? Do I see incremental value, a decline in revenue, or things relatively the same? [Adam Jaffe, CEO at Tenko Games]

23:42
💎 #
10

CTV is like mobile was back in 2011: there is tons of inventory and it's not easy to track. Everyone is going to be buying on CTV. [Charles Manning, CEO at Kochava]

25:27
💎 #
11

All advertisers are going to be shifting to ASA: there's going to be more cannibalization of paid vs. organic and also much more competition. [Claire Rozain, UA Manager at Product Madness]

26:22
💎 #
12

People will start looking at sub publishers. We will see a come back of private marketplaces allowing to find apps that have interesting users for you. It's going to go back to "I know your game has good traffic because it has the same kind of users as my game". [Adam Jaffe, CEO at Tenko Games]

32:35
💎 #
13

We have seen an increase in ARPU in the last 2 years thanks to AEO. Working with AAA ads (Automatic Ad Creation - dynamic ads) without any audience or suppression list is going to be a big shift in how you do your user acquisition. [Claire Rozain, UA Manager at Product Madness]

35:17
💎 #
14

A lot of budget is spent on AEO/VO campaigns. Right now you can just say "we want X% ROAS". **How will Facebook know how to reach that target without knowing the information? **50% of the CPM on the Facebook Audience Network is related to behavioral targeting and we need transparency on the amount of data networks will actually have after iOS14. [Claire Rozain, UA Manager at Product Madness]

36:00
💎 #
15

iPhone 6 and below will not be able to update to iOS 14 so that's one known thing/volume (and you might be able to leverage it for extrapolations). [Adam Jaffe, CEO at Tenko Games]

40:57
💎 #
16

Apple will not allow what we consider to be finger printing as a viable solution and say that it is not in the spirit of what they are trying to do. Finger printing will exist out of the gate but Q1/Q2 next year users that never opted in will complain they are being tracked and it will signal the end of finger printing. [Adam Jaffe, CEO at Tenko Games]

46:46
💎 #
17

Mobile web is a great way to counterbalance the effects of iOS 14 on app campaigns and you're going to be able to take what you learned to that environment. However it is really difficult to target these users. How do you find the right users for your product on web? [Adam Jaffe, CEO at Tenko Games]

54:56
💎 #
18

The Apple documentation now references SSO (Single Sign On). If the ATT pop-up is a pre-requisite to any SSO element (third party) then everyone will be showing the pop-ups and everyone might start agreeing. This MAY bring the adoption rates way up. [Charles Manning, CEO at Kochava]

56:22
This is premium content. Upgrade your plan in your profile to get access.
💎 #
1

Look at the way you're currently marketing and try to build a framework using contextual modeling (using device graph, app bundle ids, time of day, IDFAs, etc. to signal you're on the right track). Train these models today based on ML. It will help you in the near-term (however the less IDFAs are available in the future the more your model will decline). [Adam Jaffe, CEO at Tenko Games]

06:07
💎 #
2

As an app publisher, communicate with all the teams within the company: management, data science team, product team to integrate/update all the SDKs and make sure everybody is ready. [Claire Rozain, UA Manager at Product Madness]

08:37
💎 #
3

Embrace the culture of experimentation and understand on which channels/campaigns you are getting incremental lifts. [Kalia Aragon, Product Manager at Disney Streaming Services]

09:49
💎 #
4

Advertisers want to interpret signals: deterministic signal, probabilistic signal. SKAdNetwork (even though it is delayed and not real time) is going to be balanced with other signals when making decisions. [Charles Manning, CEO at Kochava]

11:47
💎 #
5

It is not an either/or between SKAdNetwork and probabilistic signals. Both have to be synthesized in a tool for advertisers. [Charles Manning, CEO at Kochava]

14:32
💎 #
6

Kochava is going to be linking conversion values to the post-install events that advertisers are already used to. So the question for advertisers is: what is most important to track for you with these 6-bits? [Charles Manning, CEO at Kochava]

17:04
💎 #
7

SKAdNetwork's timer is per event so if you have several events together (like install, conversion, completed tutorial etc.) every event resets the clock. You might end up with 20 events with a 5-hour lag between each of them yet you're not going to get a post-back bundle for all these events until 3-4 days from now. Bottomline: if you want a lot of information, it will not be as usable as it is now for campaign optimization. [Adam Jaffe, CEO at Tenko Games]

20:32
💎 #
8

You have to look at the bigger picture (no longer just last-click revenue) and find how to interpret all the signals and how you read your data. Marketers have to be more educated on data and how to take long-term decisions. [Angela Bauer, Senior Marketing Manager at Audible]

21:47
💎 #
9

Until now, ROAS was used to decide between channels. The concept of incrementality (lift over base) will now become even more critical. Example: what happens if I turn Facebook down 40% in Germany? Do I see incremental value, a decline in revenue, or things relatively the same? [Adam Jaffe, CEO at Tenko Games]

23:42
💎 #
10

CTV is like mobile was back in 2011: there is tons of inventory and it's not easy to track. Everyone is going to be buying on CTV. [Charles Manning, CEO at Kochava]

25:27
💎 #
11

All advertisers are going to be shifting to ASA: there's going to be more cannibalization of paid vs. organic and also much more competition. [Claire Rozain, UA Manager at Product Madness]

26:22
💎 #
12

People will start looking at sub publishers. We will see a come back of private marketplaces allowing to find apps that have interesting users for you. It's going to go back to "I know your game has good traffic because it has the same kind of users as my game". [Adam Jaffe, CEO at Tenko Games]

32:35
💎 #
13

We have seen an increase in ARPU in the last 2 years thanks to AEO. Working with AAA ads (Automatic Ad Creation - dynamic ads) without any audience or suppression list is going to be a big shift in how you do your user acquisition. [Claire Rozain, UA Manager at Product Madness]

35:17
💎 #
14

A lot of budget is spent on AEO/VO campaigns. Right now you can just say "we want X% ROAS". **How will Facebook know how to reach that target without knowing the information? **50% of the CPM on the Facebook Audience Network is related to behavioral targeting and we need transparency on the amount of data networks will actually have after iOS14. [Claire Rozain, UA Manager at Product Madness]

36:00
💎 #
15

iPhone 6 and below will not be able to update to iOS 14 so that's one known thing/volume (and you might be able to leverage it for extrapolations). [Adam Jaffe, CEO at Tenko Games]

40:57
💎 #
16

Apple will not allow what we consider to be finger printing as a viable solution and say that it is not in the spirit of what they are trying to do. Finger printing will exist out of the gate but Q1/Q2 next year users that never opted in will complain they are being tracked and it will signal the end of finger printing. [Adam Jaffe, CEO at Tenko Games]

46:46
💎 #
17

Mobile web is a great way to counterbalance the effects of iOS 14 on app campaigns and you're going to be able to take what you learned to that environment. However it is really difficult to target these users. How do you find the right users for your product on web? [Adam Jaffe, CEO at Tenko Games]

54:56
💎 #
18

The Apple documentation now references SSO (Single Sign On). If the ATT pop-up is a pre-requisite to any SSO element (third party) then everyone will be showing the pop-ups and everyone might start agreeing. This MAY bring the adoption rates way up. [Charles Manning, CEO at Kochava]

56:22
This content is available to Growth Gems premium members only.
Apply Now
💎 #
1

Look at the way you're currently marketing and try to build a framework using contextual modeling (using device graph, app bundle ids, time of day, IDFAs, etc. to signal you're on the right track). Train these models today based on ML. It will help you in the near-term (however the less IDFAs are available in the future the more your model will decline). [Adam Jaffe, CEO at Tenko Games]

06:07
💎 #
2

As an app publisher, communicate with all the teams within the company: management, data science team, product team to integrate/update all the SDKs and make sure everybody is ready. [Claire Rozain, UA Manager at Product Madness]

08:37
💎 #
3

Embrace the culture of experimentation and understand on which channels/campaigns you are getting incremental lifts. [Kalia Aragon, Product Manager at Disney Streaming Services]

09:49
💎 #
4

Advertisers want to interpret signals: deterministic signal, probabilistic signal. SKAdNetwork (even though it is delayed and not real time) is going to be balanced with other signals when making decisions. [Charles Manning, CEO at Kochava]

11:47
💎 #
5

It is not an either/or between SKAdNetwork and probabilistic signals. Both have to be synthesized in a tool for advertisers. [Charles Manning, CEO at Kochava]

14:32
💎 #
6

Kochava is going to be linking conversion values to the post-install events that advertisers are already used to. So the question for advertisers is: what is most important to track for you with these 6-bits? [Charles Manning, CEO at Kochava]

17:04
💎 #
7

SKAdNetwork's timer is per event so if you have several events together (like install, conversion, completed tutorial etc.) every event resets the clock. You might end up with 20 events with a 5-hour lag between each of them yet you're not going to get a post-back bundle for all these events until 3-4 days from now. Bottomline: if you want a lot of information, it will not be as usable as it is now for campaign optimization. [Adam Jaffe, CEO at Tenko Games]

20:32
💎 #
8

You have to look at the bigger picture (no longer just last-click revenue) and find how to interpret all the signals and how you read your data. Marketers have to be more educated on data and how to take long-term decisions. [Angela Bauer, Senior Marketing Manager at Audible]

21:47
💎 #
9

Until now, ROAS was used to decide between channels. The concept of incrementality (lift over base) will now become even more critical. Example: what happens if I turn Facebook down 40% in Germany? Do I see incremental value, a decline in revenue, or things relatively the same? [Adam Jaffe, CEO at Tenko Games]

23:42
💎 #
10

CTV is like mobile was back in 2011: there is tons of inventory and it's not easy to track. Everyone is going to be buying on CTV. [Charles Manning, CEO at Kochava]

25:27
💎 #
11

All advertisers are going to be shifting to ASA: there's going to be more cannibalization of paid vs. organic and also much more competition. [Claire Rozain, UA Manager at Product Madness]

26:22
💎 #
12

People will start looking at sub publishers. We will see a come back of private marketplaces allowing to find apps that have interesting users for you. It's going to go back to "I know your game has good traffic because it has the same kind of users as my game". [Adam Jaffe, CEO at Tenko Games]

32:35
💎 #
13

We have seen an increase in ARPU in the last 2 years thanks to AEO. Working with AAA ads (Automatic Ad Creation - dynamic ads) without any audience or suppression list is going to be a big shift in how you do your user acquisition. [Claire Rozain, UA Manager at Product Madness]

35:17
💎 #
14

A lot of budget is spent on AEO/VO campaigns. Right now you can just say "we want X% ROAS". **How will Facebook know how to reach that target without knowing the information? **50% of the CPM on the Facebook Audience Network is related to behavioral targeting and we need transparency on the amount of data networks will actually have after iOS14. [Claire Rozain, UA Manager at Product Madness]

36:00
💎 #
15

iPhone 6 and below will not be able to update to iOS 14 so that's one known thing/volume (and you might be able to leverage it for extrapolations). [Adam Jaffe, CEO at Tenko Games]

40:57
💎 #
16

Apple will not allow what we consider to be finger printing as a viable solution and say that it is not in the spirit of what they are trying to do. Finger printing will exist out of the gate but Q1/Q2 next year users that never opted in will complain they are being tracked and it will signal the end of finger printing. [Adam Jaffe, CEO at Tenko Games]

46:46
💎 #
17

Mobile web is a great way to counterbalance the effects of iOS 14 on app campaigns and you're going to be able to take what you learned to that environment. However it is really difficult to target these users. How do you find the right users for your product on web? [Adam Jaffe, CEO at Tenko Games]

54:56
💎 #
18

The Apple documentation now references SSO (Single Sign On). If the ATT pop-up is a pre-requisite to any SSO element (third party) then everyone will be showing the pop-ups and everyone might start agreeing. This MAY bring the adoption rates way up. [Charles Manning, CEO at Kochava]

56:22
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This content is available to Growth Gems premium members only.
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