IDFA Privacy iOS 14

The Sunset of the IDFA and the Dawn of Privacy-First Advertising

Originally published on Medium

In the last few weeks, there has been a considerable buzz around Apple’s IDFA announcement with myriads of articles predicting the apocalypse, death, or similar doom of the whole digital advertising industry for iOS. But is this really an apocalypse — or death of an 80 billion dollar business? Quite the opposite.

Intro

Privacy in the mobile advertising economy

User view

Test pop up privacy iOS14
Note: this is how our testing pop-up looks like

Publisher view

Advertiser view — discussion: a tale of the two ecosystems

The discussions about how advertisers will be affected have started to heat up and are meant to take place across various industry participants. The main goals are to support the progression of the open web, provide future-proof solutions for the ad-supported businesses and ensure that free content continues to remain available at scale while maintaining user choice and privacy preferences at front and center.

There are two easily identifiable parts on the demand side of this ecosystem — the Performance side and the Brand Advertisers side.

1. Performance Advertisers (Advertisers looking to acquire customers in-app)

A lot has been talked about the effectiveness of the SKAdNetwork and its impact on the industry. Apple’s SKAdNetwork API will collect data from ad clicks and send postbacks to advertising networks for app install and performance campaigns, with new parameters providing information on the source publisher and a conversion event. Mobile Measurement Partners will need to adapt to the new changes and re-envision their value propositions, as SKAdNetwork will provide the necessary reporting metrics.

 Apple WWDC’20 keynote
Credit: Apple WWDC’20 keynote

I won’t insist on it here but I would like to guide you towards some of the best resources I’ve read for further discussions in case you haven’t stumbled across them.

Most SANs, (Self Attributing Networks,) and AdNetworks, (owning the full-stack → demand, tech, supply,) will see less impact, as mentioned above, and will be in a better position to adapt.

2. Brand Advertisers (retailers, CPG, etc.)

Luma partners
Credit: Luma partners

Coming back to the other part of the ecosystem — the bread and butter of the display world, the fuel for agencies, and funding for the open web. Namely the brands. The Coca Cola’s of the world, the P&Gs, the retailers, and the eCommerce. They came very late to mobile and will now find that Apple gave even less attention to their needs than the 5 seconds dedicated to the death of the IDFA.

The audiences they rely on started to crumble not only on the web (Safari, Chrome) but have also been dealt another massive blow with iOS 14. It’s true that DMPs have been scrutinized before. With cookies dying in a few months and MAIDs disappearing — who will rise to the challenge?

Outro

I trust we can. And we are uniquely positioned to do so. We’ve been helping major DSPs and major SSPs navigate the mobile ecosystem via either our exchange bidding solution or our curated PMPs. We are now taking the learnings of building our in-house DMP and utilizing that to bring a wide array of audiences such as contextual, behavioral as well as location-context audiences directly on the device without compromising on users’ privacy choices.

As we progress we’ll release guides and materials for publishers, advertisers, and ecosystem partners (DSPs and SSPs) as well as progress updates on our solution.

In the meantime, we encourage you to reach out to us or your dedicated Account Manager if you would like to learn more about the steps we’re taking internally in preparation for iOS 14.

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