We have previously covered the topic of IDFA opt-in in iOs 14 and how it is going to have a tough impact on our Apps’ monetisation: ultimately, less tracking means less efficient advertising. This is in turn going to diminish the advertisers’ spend on mobile apps.
Mobile app developers are seriously worried about iOs14 opt-in: Martin Clarke, from DMG media, has a very pessimistic view:
It makes it much harder for us to monetize our Apple app users, who are an incredibly loyal readership. And quite frankly, it puts at risk our ability to provide an Apple app.
On the other hand, mobile website owners might experience a sharp rise on their sites’ advertising revenues thanks to the new iOs14 privacy features.
There are 2 key factors behind this:
- Cookies. While tracking on mobile apps is going to be more difficult because of the new iOs 14 limitations, advertisers will rely more on web traffic (thus cookies) to make campaigns more efficient.
- Attribution. Attribution methods based on IDFA will be broken. This will force advertisers to buy more traffic from mobile websites. On the technical side this will shift attribution towards fingerprinting.
Obviously cookies have limitations, too, such as GDPR in the European Union or the cookie law. BUT cookies will be more open for developers to leverage and go beyond iOs14 limitations. It is worth noting that very few users will choose to opt in for tracking through the new iOs 14 popup.
So, how can a web publisher profit from this situation?
Google ads are the easiest and most obvious answer. Google is already trying to improve targeting and are offering an alternative to advertisers that are being scared off by iOs 14 IDFA limitations. Google is able to do this because of the strong integration between Firebase (Google’s analytics and attribution solution) and their DSP system for advertisers. Ironically, it seems Apple is helping Google earn more money.
The best example of such an approach might be Firebase SDK, which you can implement in the app and on the website. Google is already using its own generated IDs to track users across the app and web environment. Then you could run the retargeting campaigns using Google Ads or DV360 by linking them into the Firebase project (read full article here).
Expect mobile RPMs you get from Adsense to go up when changes take effect.
Interested in knowing more about us and our A.I. tech? You can learn about how it can help grow your App here!
Implications won’t be limited to Google-powered ads, as you should expect all mobile web exchanges/SSP to push more revenues to publishers. In contrast, in-app exchanges will be losing money, along with all their clients.
While the new iOs14 opt-in goes live we will be analysing these changes in detail again. In the meantime, we are working on a detailed article focusing on the buying side (demand). Changes will also impact those who buy advertising and not only website publishers.
Mapendo is a tech platform for app user acquisition. We deliver huge volumes of CPA & CPI conversions to the best mobile apps available with A.I.