Apple's iOS 14 Update is Changing How Advertisers Measure Campaign Effectiveness

Here is some important information about how Apple's upcoming iOS14 update will impact how advertisers measure the effectiveness of their campaigns. Specifically, Apple is introducing a new feature called App Tracking Transparency (ATT), which will give users more control over how their data is used for advertising.

When ATT is enabled, users will be asked whether they want to allow apps to track their activity across other apps and websites. If a user declines, advertisers will no longer be able to use the IDFA, a unique identifier that is used to track users across apps and websites.

This change is going to make it much more difficult for advertisers to measure the effectiveness of their campaigns. Without the IDFA, advertisers will no longer be able to track users who have opted out of tracking.

This means that they will not be able to see how many people saw their ads, clicked on their ads, or installed their app after seeing their ad. This could have a number of negative consequences for advertisers.

First, it could lead to a decrease in ad revenue. Advertisers who are unable to measure the effectiveness of their campaigns may be less likely to spend money on advertising. This could lead to a decrease in the amount of money that is available for publishers to generate revenue from advertising.

Second, it could make it more difficult for advertisers to reach their target audience. Without the ability to track users, advertisers will have a harder time targeting their ads to people who are likely to be interested in their products or services. This could lead to a decrease in the effectiveness of their campaigns. There are a number of things that advertisers can do to mitigate the impact of ATT.

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One option is to use Apple's SKAdNetwork, which is a privacy-preserving way to measure the effectiveness of app campaigns. SKAdNetwork allows advertisers to see how many users installed their app after seeing their ad, but it does not provide any information about individual users.

Another option is to use first-party data to measure the effectiveness of campaigns. First-party data is data that you collect directly from your customers, such as their email address, name, or phone number. You can use this data to create audiences that you can target with your ads.

Finally, you can use attribution models to estimate the impact of your campaigns. Attribution models are statistical models that use historical data to estimate how much of a conversion can be attributed to a particular marketing touchpoint.

This is a lot of information, but we wanted to make sure you were aware of the changes that are coming!