Winning on iOS 14: UA Panel

Item not bookmarked
Resource bookmarked
Bookmarking...
Review star
Review star
Review star
Review star
Review star
💎  x
17

Phil Gontier (VP international at Liftoff) discusses with Piyush Mishra (Sr. Growth Manager at Product Madness), Yevgeny Peres (VP Growth at ironSource), Thomas Petit and Natalie Rozenblat (Sr. Performance Marketing Consultant at Phiture) about the most important questions advertisers should ask themselves regarding ATT, how to adapt your media buying strategies as well as the risks to avoid and possible opportunities.

Source:
Winning on iOS 14: UA Panel
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Panel
Publication date:
March 10, 2021
Added to the Vault on:
March 16, 2021
These insights were shared through the free Growth Gems newsletter.
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
💎 #
1

The first question advertisers need to ask themselves is “are you going to go ahead with the collection of IDFA with ATT?”. Is getting 20-25% of IDFAs worth it?

43:52
💎 #
2

The second biggest question is “from a data perspective, how exactly will the conversion value roll up in the new world?”

44:22
💎 #
3

It’s going to be revolutionary to see how non-personalized ads look like for users because people have gotten used to them. People that deny the prompt might pay the price for it forever because the experience sucks without personalization. And there’s no going back.

48:43
💎 #
4

You need to test where in the onboarding flow the ATT prompt should be shown. Try something once, collect some data on it, look at how the conversion rate looks like then try something else.

52:45
💎 #
5

Users that had LAT On before they upgrade to iOS 14.5 (around 40% in the US) will end up in a setting that does not even allow apps to request to track. It’s something you need to be aware of when setting up expectations.

54:28
💎 #
6

If your product relies on SSO for certain functionalities (e.g. connecting with friends) you will be severely impacted and it might require a redesign of the product.
You also need to figure how you are going to track a change in state (e.g. opted-in user that then opts-out). When this happens, what are you going to do with the other attributes (than IDFA) that you’ve collected?

55:16
💎 #
7

Product Madness decided to rely on their MMP for SKAdNetwork because it’s going to keep evolving and MMPs are well positioned to make their solutions evolve in response.

58:31
💎 #
8

Just by playing with the graphics of the ATT prompt, Product Madness has seen uptakes in opt-in to 3 to 4 points.

59:20
💎 #
9

Part of the paradigm shift is that the networks are the entities where we see the postback first. It’s a different data flow and way of making decisions.

01:04:05
💎 #
10

The dangerous part is changing your strategy between favoriting measurement for internal purposes and favoriting sending back the signal for ad networks to optimize (e.g. testing a new type of campaign). One change can end up costing millions of dollars.

01:05:05
💎 #
11

Try to simplify the conversion value strategy, at least for the next couple of weeks or months: implement a 24 hour cut-off, measure events you currently have then try to build on top of that. Watch others make the mistakes you want to learn from first.

01:06:45
💎 #
12

Think again about your conversion values, because we won’t be able to change at a fast pace. Simplify. Forget about extending the timer and use Day 0.

01:07:50
💎 #
13

Apple sends the conversion value back to networks. That’s an open door for fraud from sketchy networks. Some big networks already announced they won’t share the raw postback with advertisers, only their modelization. This will make it hard to really understand what’s happening.

01:08:44
💎 #
14

In the post-ATT world, it will become almost impossible to compare apples with apples because not all networks will share the raw SKAdNetwork data and they will continue to self-attribute. Plus, Apple Ads attribution is not even under SKAdnetwork.

01:10:35
💎 #
15

It’s time to test again what you’ve discarded before it’s a totally new game.

01:13:26
💎 #
16

If Apple doesn’t rework the timer extension, a lot of existing apps and games that rely on longer-term monetization will have to become more aggressive and force monetization early on. It’s sad to see some developers penalized and it's bad for the whole ecosystem.

01:18:58
💎 #
17

You’re going to have to be more precise in creative concept testing, slowly roll out the creatives that you can and leverage the user-level data you do collect to assess creative performance.

01:22:09
The "gems" from this resource are only available to premium members.
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
💎 #
1

The first question advertisers need to ask themselves is “are you going to go ahead with the collection of IDFA with ATT?”. Is getting 20-25% of IDFAs worth it?

43:52
💎 #
2

The second biggest question is “from a data perspective, how exactly will the conversion value roll up in the new world?”

44:22
💎 #
3

It’s going to be revolutionary to see how non-personalized ads look like for users because people have gotten used to them. People that deny the prompt might pay the price for it forever because the experience sucks without personalization. And there’s no going back.

48:43
💎 #
4

You need to test where in the onboarding flow the ATT prompt should be shown. Try something once, collect some data on it, look at how the conversion rate looks like then try something else.

52:45
💎 #
5

Users that had LAT On before they upgrade to iOS 14.5 (around 40% in the US) will end up in a setting that does not even allow apps to request to track. It’s something you need to be aware of when setting up expectations.

54:28
💎 #
6

If your product relies on SSO for certain functionalities (e.g. connecting with friends) you will be severely impacted and it might require a redesign of the product.
You also need to figure how you are going to track a change in state (e.g. opted-in user that then opts-out). When this happens, what are you going to do with the other attributes (than IDFA) that you’ve collected?

55:16
💎 #
7

Product Madness decided to rely on their MMP for SKAdNetwork because it’s going to keep evolving and MMPs are well positioned to make their solutions evolve in response.

58:31
💎 #
8

Just by playing with the graphics of the ATT prompt, Product Madness has seen uptakes in opt-in to 3 to 4 points.

59:20
💎 #
9

Part of the paradigm shift is that the networks are the entities where we see the postback first. It’s a different data flow and way of making decisions.

01:04:05
💎 #
10

The dangerous part is changing your strategy between favoriting measurement for internal purposes and favoriting sending back the signal for ad networks to optimize (e.g. testing a new type of campaign). One change can end up costing millions of dollars.

01:05:05
💎 #
11

Try to simplify the conversion value strategy, at least for the next couple of weeks or months: implement a 24 hour cut-off, measure events you currently have then try to build on top of that. Watch others make the mistakes you want to learn from first.

01:06:45
💎 #
12

Think again about your conversion values, because we won’t be able to change at a fast pace. Simplify. Forget about extending the timer and use Day 0.

01:07:50
💎 #
13

Apple sends the conversion value back to networks. That’s an open door for fraud from sketchy networks. Some big networks already announced they won’t share the raw postback with advertisers, only their modelization. This will make it hard to really understand what’s happening.

01:08:44
💎 #
14

In the post-ATT world, it will become almost impossible to compare apples with apples because not all networks will share the raw SKAdNetwork data and they will continue to self-attribute. Plus, Apple Ads attribution is not even under SKAdnetwork.

01:10:35
💎 #
15

It’s time to test again what you’ve discarded before it’s a totally new game.

01:13:26
💎 #
16

If Apple doesn’t rework the timer extension, a lot of existing apps and games that rely on longer-term monetization will have to become more aggressive and force monetization early on. It’s sad to see some developers penalized and it's bad for the whole ecosystem.

01:18:58
💎 #
17

You’re going to have to be more precise in creative concept testing, slowly roll out the creatives that you can and leverage the user-level data you do collect to assess creative performance.

01:22:09
The "gems" from this resource are only available to premium members.

Gems are the key bite-size insights "mined" from a specific mobile marketing resource, like a webinar, a panel or a podcast.
They allow you to save time by grasping the most important information in a couple of minutes, and also each include the timestamp from the source.

Become a member to:
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Request Access
💎 #
1

The first question advertisers need to ask themselves is “are you going to go ahead with the collection of IDFA with ATT?”. Is getting 20-25% of IDFAs worth it?

43:52
💎 #
2

The second biggest question is “from a data perspective, how exactly will the conversion value roll up in the new world?”

44:22
💎 #
3

It’s going to be revolutionary to see how non-personalized ads look like for users because people have gotten used to them. People that deny the prompt might pay the price for it forever because the experience sucks without personalization. And there’s no going back.

48:43
💎 #
4

You need to test where in the onboarding flow the ATT prompt should be shown. Try something once, collect some data on it, look at how the conversion rate looks like then try something else.

52:45
💎 #
5

Users that had LAT On before they upgrade to iOS 14.5 (around 40% in the US) will end up in a setting that does not even allow apps to request to track. It’s something you need to be aware of when setting up expectations.

54:28
💎 #
6

If your product relies on SSO for certain functionalities (e.g. connecting with friends) you will be severely impacted and it might require a redesign of the product.
You also need to figure how you are going to track a change in state (e.g. opted-in user that then opts-out). When this happens, what are you going to do with the other attributes (than IDFA) that you’ve collected?

55:16
💎 #
7

Product Madness decided to rely on their MMP for SKAdNetwork because it’s going to keep evolving and MMPs are well positioned to make their solutions evolve in response.

58:31
💎 #
8

Just by playing with the graphics of the ATT prompt, Product Madness has seen uptakes in opt-in to 3 to 4 points.

59:20
💎 #
9

Part of the paradigm shift is that the networks are the entities where we see the postback first. It’s a different data flow and way of making decisions.

01:04:05
💎 #
10

The dangerous part is changing your strategy between favoriting measurement for internal purposes and favoriting sending back the signal for ad networks to optimize (e.g. testing a new type of campaign). One change can end up costing millions of dollars.

01:05:05
💎 #
11

Try to simplify the conversion value strategy, at least for the next couple of weeks or months: implement a 24 hour cut-off, measure events you currently have then try to build on top of that. Watch others make the mistakes you want to learn from first.

01:06:45
💎 #
12

Think again about your conversion values, because we won’t be able to change at a fast pace. Simplify. Forget about extending the timer and use Day 0.

01:07:50
💎 #
13

Apple sends the conversion value back to networks. That’s an open door for fraud from sketchy networks. Some big networks already announced they won’t share the raw postback with advertisers, only their modelization. This will make it hard to really understand what’s happening.

01:08:44
💎 #
14

In the post-ATT world, it will become almost impossible to compare apples with apples because not all networks will share the raw SKAdNetwork data and they will continue to self-attribute. Plus, Apple Ads attribution is not even under SKAdnetwork.

01:10:35
💎 #
15

It’s time to test again what you’ve discarded before it’s a totally new game.

01:13:26
💎 #
16

If Apple doesn’t rework the timer extension, a lot of existing apps and games that rely on longer-term monetization will have to become more aggressive and force monetization early on. It’s sad to see some developers penalized and it's bad for the whole ecosystem.

01:18:58
💎 #
17

You’re going to have to be more precise in creative concept testing, slowly roll out the creatives that you can and leverage the user-level data you do collect to assess creative performance.

01:22:09
The access to discussions on each resource is only available to premium members.

Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Upgrade to premium to:
  • Unlock access to key insights from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Upgrade Your Plan
The access to discussions on each resource is only available to premium members.

Growth Gems members discuss resources and their key insights (as well as other mobile growth topics) in the community. It's the perfect way to dig deeper, ask questions and get additional perspectives.
Become a member to:
  • Unlock access to gems from over 130 mobile growth resources
  • Define your preferred categories and receive new relevant gems directly in your inbox
  • Discuss key insights (and any other mobile growth topic) in the members-only community.
Request Access

You need to be logged in the community to be able to see the discussion below.
You can also head over directly to this topic in the community

Notes for this resource are currently being transferred and will be available soon.

Piyush
We’re going back to the roots of marketing (2012-2013) but with a smarter approach because we have 6-7 years of behavioral data and innovations.

[💎@43:52] The first question advertisers need to ask themselves is “are you going to go ahead with the collection of IDFA with ATT?”. Is getting 20-25% of IDFAs worth it?

[💎@44:22] The second biggest question is “from a data perspective, how exactly will the conversion value roll up in the new world?”

We need to think about it from the end user’s perspective too. Are they going to be consistent in their choice of opting it or not?

A lot of us have forgotten about the contextuality of marketing, and that will be another shift. Retargeting is going to be a massive problem for everybody.

Q: Is it even worth showing the prompt?

Thomas

Most apps are going to prompt ATT because it has a lot of value: for ad monetization of course but also data modelization, estimating cohorts beyond day 0, etc.

Adding the ATT prompt is going to add a lot of friction, and it’s going to be added on top of push notifications opt-in, location opt-in, GDPR, etc. There’s no way to combine all this together.

Thomas thinks users won’t be consistent (i.e they won’t either always opt-in or always opt-out).

[💎@48:43] It’s going to be revolutionary to see how non-personalized ads look like for users because people have gotten used to them. People that deny the prompt might pay the price for it forever because the experience sucks without personalization. And there’s no going back.

Q: How to pitch the value of sharing the IDFA so users can be served ads?

Natalie

First:
1. Do you need to be collecting that user-level data?

2. Start to test where you can show the prompt. Assess the onboarding flow and the user journey to find where exactly the ATT prompt can be shown. Should it be at a “happy moment”?

[💎@52:45] You need to test where in the onboarding flow the ATT prompt should be shown. Try something once, collect some data on it, look at how the conversion rate looks like then try something else.

You can only change a small part of the ATT prompt messaging, and testing is limited there.  


Yevgeny

Once you test the ATT prompt you lose access to IDFA and it breaks the current mechanism used for measurement.

[💎@54:28] Users that had LAT On before they upgrade to iOS 14.5 (around 40% in the US) will end up in a setting that does not even allow apps to request to track. It’s something you need to be aware of when setting up expectations.

[💎@55:16] If your product relies on SSO for certain functionalities (e.g. connecting with friends) you will be severely impacted and it might require a redesign of the product.

You also need to figure how you are going to track a change in state (e.g. opted-in user that then opts-out). When this happens, what are you going to do with the other attributes (than IDFA) that you’ve collected?


Phil

The way Liftoff started getting ready is by focusing on understanding how traffic that has LAT On limits ad tracking. They’ve bought masses of that traffic to benchmark, then signed up for SKAdNetwork and now testing.


Piyush

Accepting the new world of SKAdNetwork. 

[💎@58:31] Product Madness decided to rely on their MMP for SKAdNetwork because it’s going to keep evolving and MMPs are well positioned to make their solutions evolve in response.

[💎@59:20] Just by playing with the graphics of the ATT prompt, Product Madness has seen uptakes in opt-in to 3 to 4 points.

The realm of advertising is going to change. In the longer run Piyush believes that we’ll only be able to rely on SKAdNetwork data, not probabilistic.

Finding the right balance between getting the events for internal purposes and the events you pass back to partners/networks is the biggest struggle.


Thomas

Testing at the moment is still very complicated. In practice, only a handful of networks are ready. Even networks that are working have trouble passing conversion values. That’s scary.

There are a lot more announcements than things actually working.


Yevgeny

[💎@1:04:05] Part of the paradigm shift is that the networks are the entities where we see the postback first. It’s a different data flow and way of making decisions.

Is the purpose measurement for the advertiser, or signal for the ad channel to optimize? Whatever you decide is going to be across all channels. Same thing if you decide to change later on.

[💎@1:05:05] The dangerous part is changing your strategy between favoriting measurement for internal purposes and favoriting sending back the signal for ad networks to optimize (e.g. testing a new type of campaign). One change can end up costing millions of dollars.


Piyush

Google and Facebook are coming up with their own recommendations. The conversion value is set up at the app level so it’s hard to cater to all partners.


Yevgeny

[💎@1:06:45] Try to simplify the conversion value strategy, at least for the next couple of weeks or months: implement a 24 hour cut-off, measure events you currently have then try to build on top of that. Watch others make the mistakes you want to learn from first.


 Thomas

[💎@1:07:50] Think again about your conversion values, because we won’t be able to change at a fast pace. Simplify. Forget about extending the timer and use Day 0.

[💎@1:08:44] Apple sends the conversion value back to networks. That’s an open door for fraud from sketchy networks. Some big networks already announced they won’t share the raw postback with advertisers, only their modelization. This will make it hard to really understand what’s happening.


Phil

Liftoff will apply the raw and the extrapolated model, but other networks will continue to self-attribute.

[💎@1:10:35] In the post-ATT world, it will become almost impossible to compare apples with apples because not all networks will share the raw SKAdNetwork data and they will continue to self-attribute. Plus, Apple Ads attribution is not even under SKAdnetwork.

Facebook and Google will only be able to continue doing what they want if they’re able to to keep delivering performance.


Thomas

Apple wanted to level the playing field and that’s one reason the raw SKAdNetwork postbacks need to be shared with advertisers. Otherwise shady players will be able to lie and it will reinforce the duopoly.

[💎@1:13:26] It’s time to test again what you’ve discarded before it’s a totally new game.


Natalie

You might want to go slower on testing, or at least on changing configurations. But you can start thinking about diversifying and testing new channels like in-app ad networks.

Q: Will game or monetization mechanics change?

Piyush

Might need to adapt indeed.

Worries about smaller publishers, not the Zyngas. How will you be able to explore if you’re smaller?


Thomas

Second request to Apple: please rework the timer extension. 

[💎@1:18:58] If Apple doesn’t rework the timer extension, a lot of existing apps and games that rely on longer-term monetization will have to become more aggressive and force monetization early on. It’s sad to see some developers penalized and it's bad for the whole ecosystem.

Q: with creative IDs vanishing, will ASA become the new environment to test creatives? Or Android?

Natalie

You won’t get that level data for opted-out users. A workaround could be mass testing on Android and transferring to iOS if you’ve seen similar behaviors (but it’s rarely the case).

[💎@1:22:09] You’re going to have to be more precise in creative concept testing, slowly roll out the creatives that you can and leverage the user-level data you do collect to assess creative performance.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Piyush
We’re going back to the roots of marketing (2012-2013) but with a smarter approach because we have 6-7 years of behavioral data and innovations.

[💎@43:52] The first question advertisers need to ask themselves is “are you going to go ahead with the collection of IDFA with ATT?”. Is getting 20-25% of IDFAs worth it?

[💎@44:22] The second biggest question is “from a data perspective, how exactly will the conversion value roll up in the new world?”

We need to think about it from the end user’s perspective too. Are they going to be consistent in their choice of opting it or not?

A lot of us have forgotten about the contextuality of marketing, and that will be another shift. Retargeting is going to be a massive problem for everybody.

Q: Is it even worth showing the prompt?

Thomas

Most apps are going to prompt ATT because it has a lot of value: for ad monetization of course but also data modelization, estimating cohorts beyond day 0, etc.

Adding the ATT prompt is going to add a lot of friction, and it’s going to be added on top of push notifications opt-in, location opt-in, GDPR, etc. There’s no way to combine all this together.

Thomas thinks users won’t be consistent (i.e they won’t either always opt-in or always opt-out).

[💎@48:43] It’s going to be revolutionary to see how non-personalized ads look like for users because people have gotten used to them. People that deny the prompt might pay the price for it forever because the experience sucks without personalization. And there’s no going back.

Q: How to pitch the value of sharing the IDFA so users can be served ads?

Natalie

First:
1. Do you need to be collecting that user-level data?

2. Start to test where you can show the prompt. Assess the onboarding flow and the user journey to find where exactly the ATT prompt can be shown. Should it be at a “happy moment”?

[💎@52:45] You need to test where in the onboarding flow the ATT prompt should be shown. Try something once, collect some data on it, look at how the conversion rate looks like then try something else.

You can only change a small part of the ATT prompt messaging, and testing is limited there.  


Yevgeny

Once you test the ATT prompt you lose access to IDFA and it breaks the current mechanism used for measurement.

[💎@54:28] Users that had LAT On before they upgrade to iOS 14.5 (around 40% in the US) will end up in a setting that does not even allow apps to request to track. It’s something you need to be aware of when setting up expectations.

[💎@55:16] If your product relies on SSO for certain functionalities (e.g. connecting with friends) you will be severely impacted and it might require a redesign of the product.

You also need to figure how you are going to track a change in state (e.g. opted-in user that then opts-out). When this happens, what are you going to do with the other attributes (than IDFA) that you’ve collected?


Phil

The way Liftoff started getting ready is by focusing on understanding how traffic that has LAT On limits ad tracking. They’ve bought masses of that traffic to benchmark, then signed up for SKAdNetwork and now testing.


Piyush

Accepting the new world of SKAdNetwork. 

[💎@58:31] Product Madness decided to rely on their MMP for SKAdNetwork because it’s going to keep evolving and MMPs are well positioned to make their solutions evolve in response.

[💎@59:20] Just by playing with the graphics of the ATT prompt, Product Madness has seen uptakes in opt-in to 3 to 4 points.

The realm of advertising is going to change. In the longer run Piyush believes that we’ll only be able to rely on SKAdNetwork data, not probabilistic.

Finding the right balance between getting the events for internal purposes and the events you pass back to partners/networks is the biggest struggle.


Thomas

Testing at the moment is still very complicated. In practice, only a handful of networks are ready. Even networks that are working have trouble passing conversion values. That’s scary.

There are a lot more announcements than things actually working.


Yevgeny

[💎@1:04:05] Part of the paradigm shift is that the networks are the entities where we see the postback first. It’s a different data flow and way of making decisions.

Is the purpose measurement for the advertiser, or signal for the ad channel to optimize? Whatever you decide is going to be across all channels. Same thing if you decide to change later on.

[💎@1:05:05] The dangerous part is changing your strategy between favoriting measurement for internal purposes and favoriting sending back the signal for ad networks to optimize (e.g. testing a new type of campaign). One change can end up costing millions of dollars.


Piyush

Google and Facebook are coming up with their own recommendations. The conversion value is set up at the app level so it’s hard to cater to all partners.


Yevgeny

[💎@1:06:45] Try to simplify the conversion value strategy, at least for the next couple of weeks or months: implement a 24 hour cut-off, measure events you currently have then try to build on top of that. Watch others make the mistakes you want to learn from first.


 Thomas

[💎@1:07:50] Think again about your conversion values, because we won’t be able to change at a fast pace. Simplify. Forget about extending the timer and use Day 0.

[💎@1:08:44] Apple sends the conversion value back to networks. That’s an open door for fraud from sketchy networks. Some big networks already announced they won’t share the raw postback with advertisers, only their modelization. This will make it hard to really understand what’s happening.


Phil

Liftoff will apply the raw and the extrapolated model, but other networks will continue to self-attribute.

[💎@1:10:35] In the post-ATT world, it will become almost impossible to compare apples with apples because not all networks will share the raw SKAdNetwork data and they will continue to self-attribute. Plus, Apple Ads attribution is not even under SKAdnetwork.

Facebook and Google will only be able to continue doing what they want if they’re able to to keep delivering performance.


Thomas

Apple wanted to level the playing field and that’s one reason the raw SKAdNetwork postbacks need to be shared with advertisers. Otherwise shady players will be able to lie and it will reinforce the duopoly.

[💎@1:13:26] It’s time to test again what you’ve discarded before it’s a totally new game.


Natalie

You might want to go slower on testing, or at least on changing configurations. But you can start thinking about diversifying and testing new channels like in-app ad networks.

Q: Will game or monetization mechanics change?

Piyush

Might need to adapt indeed.

Worries about smaller publishers, not the Zyngas. How will you be able to explore if you’re smaller?


Thomas

Second request to Apple: please rework the timer extension. 

[💎@1:18:58] If Apple doesn’t rework the timer extension, a lot of existing apps and games that rely on longer-term monetization will have to become more aggressive and force monetization early on. It’s sad to see some developers penalized and it's bad for the whole ecosystem.

Q: with creative IDs vanishing, will ASA become the new environment to test creatives? Or Android?

Natalie

You won’t get that level data for opted-out users. A workaround could be mass testing on Android and transferring to iOS if you’ve seen similar behaviors (but it’s rarely the case).

[💎@1:22:09] You’re going to have to be more precise in creative concept testing, slowly roll out the creatives that you can and leverage the user-level data you do collect to assess creative performance.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
Request Access

Piyush
We’re going back to the roots of marketing (2012-2013) but with a smarter approach because we have 6-7 years of behavioral data and innovations.

[💎@43:52] The first question advertisers need to ask themselves is “are you going to go ahead with the collection of IDFA with ATT?”. Is getting 20-25% of IDFAs worth it?

[💎@44:22] The second biggest question is “from a data perspective, how exactly will the conversion value roll up in the new world?”

We need to think about it from the end user’s perspective too. Are they going to be consistent in their choice of opting it or not?

A lot of us have forgotten about the contextuality of marketing, and that will be another shift. Retargeting is going to be a massive problem for everybody.

Q: Is it even worth showing the prompt?

Thomas

Most apps are going to prompt ATT because it has a lot of value: for ad monetization of course but also data modelization, estimating cohorts beyond day 0, etc.

Adding the ATT prompt is going to add a lot of friction, and it’s going to be added on top of push notifications opt-in, location opt-in, GDPR, etc. There’s no way to combine all this together.

Thomas thinks users won’t be consistent (i.e they won’t either always opt-in or always opt-out).

[💎@48:43] It’s going to be revolutionary to see how non-personalized ads look like for users because people have gotten used to them. People that deny the prompt might pay the price for it forever because the experience sucks without personalization. And there’s no going back.

Q: How to pitch the value of sharing the IDFA so users can be served ads?

Natalie

First:
1. Do you need to be collecting that user-level data?

2. Start to test where you can show the prompt. Assess the onboarding flow and the user journey to find where exactly the ATT prompt can be shown. Should it be at a “happy moment”?

[💎@52:45] You need to test where in the onboarding flow the ATT prompt should be shown. Try something once, collect some data on it, look at how the conversion rate looks like then try something else.

You can only change a small part of the ATT prompt messaging, and testing is limited there.  


Yevgeny

Once you test the ATT prompt you lose access to IDFA and it breaks the current mechanism used for measurement.

[💎@54:28] Users that had LAT On before they upgrade to iOS 14.5 (around 40% in the US) will end up in a setting that does not even allow apps to request to track. It’s something you need to be aware of when setting up expectations.

[💎@55:16] If your product relies on SSO for certain functionalities (e.g. connecting with friends) you will be severely impacted and it might require a redesign of the product.

You also need to figure how you are going to track a change in state (e.g. opted-in user that then opts-out). When this happens, what are you going to do with the other attributes (than IDFA) that you’ve collected?


Phil

The way Liftoff started getting ready is by focusing on understanding how traffic that has LAT On limits ad tracking. They’ve bought masses of that traffic to benchmark, then signed up for SKAdNetwork and now testing.


Piyush

Accepting the new world of SKAdNetwork. 

[💎@58:31] Product Madness decided to rely on their MMP for SKAdNetwork because it’s going to keep evolving and MMPs are well positioned to make their solutions evolve in response.

[💎@59:20] Just by playing with the graphics of the ATT prompt, Product Madness has seen uptakes in opt-in to 3 to 4 points.

The realm of advertising is going to change. In the longer run Piyush believes that we’ll only be able to rely on SKAdNetwork data, not probabilistic.

Finding the right balance between getting the events for internal purposes and the events you pass back to partners/networks is the biggest struggle.


Thomas

Testing at the moment is still very complicated. In practice, only a handful of networks are ready. Even networks that are working have trouble passing conversion values. That’s scary.

There are a lot more announcements than things actually working.


Yevgeny

[💎@1:04:05] Part of the paradigm shift is that the networks are the entities where we see the postback first. It’s a different data flow and way of making decisions.

Is the purpose measurement for the advertiser, or signal for the ad channel to optimize? Whatever you decide is going to be across all channels. Same thing if you decide to change later on.

[💎@1:05:05] The dangerous part is changing your strategy between favoriting measurement for internal purposes and favoriting sending back the signal for ad networks to optimize (e.g. testing a new type of campaign). One change can end up costing millions of dollars.


Piyush

Google and Facebook are coming up with their own recommendations. The conversion value is set up at the app level so it’s hard to cater to all partners.


Yevgeny

[💎@1:06:45] Try to simplify the conversion value strategy, at least for the next couple of weeks or months: implement a 24 hour cut-off, measure events you currently have then try to build on top of that. Watch others make the mistakes you want to learn from first.


 Thomas

[💎@1:07:50] Think again about your conversion values, because we won’t be able to change at a fast pace. Simplify. Forget about extending the timer and use Day 0.

[💎@1:08:44] Apple sends the conversion value back to networks. That’s an open door for fraud from sketchy networks. Some big networks already announced they won’t share the raw postback with advertisers, only their modelization. This will make it hard to really understand what’s happening.


Phil

Liftoff will apply the raw and the extrapolated model, but other networks will continue to self-attribute.

[💎@1:10:35] In the post-ATT world, it will become almost impossible to compare apples with apples because not all networks will share the raw SKAdNetwork data and they will continue to self-attribute. Plus, Apple Ads attribution is not even under SKAdnetwork.

Facebook and Google will only be able to continue doing what they want if they’re able to to keep delivering performance.


Thomas

Apple wanted to level the playing field and that’s one reason the raw SKAdNetwork postbacks need to be shared with advertisers. Otherwise shady players will be able to lie and it will reinforce the duopoly.

[💎@1:13:26] It’s time to test again what you’ve discarded before it’s a totally new game.


Natalie

You might want to go slower on testing, or at least on changing configurations. But you can start thinking about diversifying and testing new channels like in-app ad networks.

Q: Will game or monetization mechanics change?

Piyush

Might need to adapt indeed.

Worries about smaller publishers, not the Zyngas. How will you be able to explore if you’re smaller?


Thomas

Second request to Apple: please rework the timer extension. 

[💎@1:18:58] If Apple doesn’t rework the timer extension, a lot of existing apps and games that rely on longer-term monetization will have to become more aggressive and force monetization early on. It’s sad to see some developers penalized and it's bad for the whole ecosystem.

Q: with creative IDs vanishing, will ASA become the new environment to test creatives? Or Android?

Natalie

You won’t get that level data for opted-out users. A workaround could be mass testing on Android and transferring to iOS if you’ve seen similar behaviors (but it’s rarely the case).

[💎@1:22:09] You’re going to have to be more precise in creative concept testing, slowly roll out the creatives that you can and leverage the user-level data you do collect to assess creative performance.