Shamanth Rao (Founder at RocketShip HQ - Mobile UA Agency) offers a playbook - and outlines some of his key recommendations for adapting your mobile marketing strategy post-iOS 14. He shares concrete examples and outlines exactly how things will be different as well as what you need to do to adapt.
As a marketer, evaluate your current sequence of events in the app and what your conversion value should be. Then make sure you attribute a value to an event within each following 24 hours (even if it's a registration) and that value needs to be increased each time.
You might end up just targeting very broad and leveraging creatives to inform targeting "a la Google UAC". Example: creative with older person → shown to older demos.
Interest-based targeting will become even more important with SKAdNetwork. Shamanth already primarily uses interest-based targeting on Snapchat and TikTok because there are limited users LAL.
SKAdNetwork's conversion value is not signed so you can not be sure it wasn't manipulated by ad networks which means there is a potential of fraud. But if you run just 1 channel or Google/Facebook you could run without an MMP.
As a marketer, evaluate your current sequence of events in the app and what your conversion value should be. Then make sure you attribute a value to an event within each following 24 hours (even if it's a registration) and that value needs to be increased each time.
You might end up just targeting very broad and leveraging creatives to inform targeting "a la Google UAC". Example: creative with older person → shown to older demos.
Interest-based targeting will become even more important with SKAdNetwork. Shamanth already primarily uses interest-based targeting on Snapchat and TikTok because there are limited users LAL.
SKAdNetwork's conversion value is not signed so you can not be sure it wasn't manipulated by ad networks which means there is a potential of fraud. But if you run just 1 channel or Google/Facebook you could run without an MMP.
As a marketer, evaluate your current sequence of events in the app and what your conversion value should be. Then make sure you attribute a value to an event within each following 24 hours (even if it's a registration) and that value needs to be increased each time.
You might end up just targeting very broad and leveraging creatives to inform targeting "a la Google UAC". Example: creative with older person → shown to older demos.
Interest-based targeting will become even more important with SKAdNetwork. Shamanth already primarily uses interest-based targeting on Snapchat and TikTok because there are limited users LAL.
SKAdNetwork's conversion value is not signed so you can not be sure it wasn't manipulated by ad networks which means there is a potential of fraud. But if you run just 1 channel or Google/Facebook you could run without an MMP.
