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iOS 14 Resources to Help You Navigate the Changes

Originally published on Verve.com

Be Prepared With These iOS 14 Resources 

With the dusk of the IDFA arriving with iOS 14, the industry has recently been flooded with an avalanche of new tools, terminology and technical alternatives. From SKAdNetwork, to contextual or behavioral targeting, to new identifiers and coalitions, you can easily miss the forest for all the trees.

While Verve Group is working on its own solution to ensure continuous measurability and viewability (stay tuned to find out more), we have gathered a set of iOS 14 resources which should bring more light into the post-IDFA darkness.

We have gathered a set of iOS 14 resources to help advertisers and publishers navigate themselves in the post-IDFA world.

How is Mobile Advertising Affected?

In the programmatic environment, advertisers, publishers and exchanges are faced with challenges to ensure that ad viewability, tracking and targeting options remain up and running, even if a user does not opt-in for IDFA tracking. There are several steps that advertisers and publishers can take to ensure that they are ready once iOS 14 is launched.

Verve Group iOS 14 Resources for Advertisers

Advertisers should be aware of the alternatives to IDFA, as well as Apple’s own SKAdNetwork solution. Verve Group has already published a few pieces to point you in the right direction:

If you are wondering which parameters can and will be included in a bid request, check out MoPub’s iOS 14 Support Proposal.

Verve Group iOS 14 Resources for Publishers and App Developers

Publishers and app developers will have to ensure that authorized ad networks are listed in the info-plist file. What else is there to keep in mind? Take a look at our checklist in this Publisher Guide: Preparing your App for iOS 14 for an overview of all the steps publishers should take before iOS 14 is released.

How can app developers maximize opt-in rates for IDFA usage? Verve Group’s Guide to Improve Opt-In Rates in iOS 14 takes you on an interactive user journey of what opt-in flows could look like in the future.

User Acquisition

As users will have to consciously give consent to be tracked via IDFA, user acquisition measurability can be heavily affected by no opt-in. In case IDFA tracking is not activated, Apple has launched SKAdNetwork, a framework which will allow the advertiser to track installs and post-install events, with a few restrictions in terms of real-time data and campaign granularity. Find more about the impact of iOS 14 on user acquisition and measurability through SKAdNetwork here:

Guides on How to Prepare for iOS 14

Many of the industry players have created guides to prepare for the upcoming iOS 14 updates. While the industry agrees on some suggestions, others are highly disputable, such as shifting budgets to Android from iOS. It is reasonable to compare these and decide what is best for your needs. We created a list of the guides below:

Coalitions and Working Groups

While Apple chooses to build another wall in the AdTech environment, other large players have come together to work on alternatives.

The Partnership for Responsible Addressable Media, consisting of the 4A’s, Association of National Advertisers (ANA), Interactive Advertising Bureau, IAB Tech Lab, Network Advertising Initiative, World Federation of Advertisers has agreed on some initial principles that will guide its work towards addressability standards.

Learn more about how mobile app industry leaders are preparing for iOS 14 in Mobile Growth Summit’s Deep Dives IDFA on September 10. If you like to join discussions with industry experts, take part in App Growth Summit’s IDFA Roundtables with industry experts. To join Singular’s discussion on Mobile Attribution Privacy (MAP) you can join their Slack Channel.

Forecasts

What will the AdTech world look like after the launch of iOS14? There have been first tests with unidentified traffic and prognosis on user behaviour.

It is also substantial to follow the reactions of the duopoly, Google and Facebook to the changes, especially as Facebook recently announced that the company will not support IDFA tracking on their own apps in iOS 14. The suggested effects of this have been discussed here. In a month’s time, we will be able to tell how foreseeable the effects of iOS 14 actually were.

If you are interested in how Applift is tackling the new chapter of ad tracking, stay tuned. We will update you on our blog regularly. If you need specific information, feel free to contact us

Ionut Ciobotaru (LinkedIn) is the Chief Product Officer at Verve Group, a data-first brand performance ad platform. Having previously co-founded PubNative (a global mobile ad exchange), Ionut is passionate about technology and how it can improve our lives.