Some of you may have heard that iOS14 will soon enforce new privacy policies for their app ecosystem, in the sense that all app developers will be forced to ask their users for consent to use their personal data for advertising purposes.
In essence, once the policy is in place, users will receive a pop up the first time they open any of their apps with an opt-in to be tracked for personal advertising.
App developers that refuse to conform to this opt-in won’t be approved on the Apple App Store.
IMPORTANT: There’s a lot we (the industry) don’t know about this situation:
- We don’t have an exact date for the implementation (Apple said early 2021, without more precision)
- We don’t know the exact consequences on ad delivery, reporting and targeting: Facebook is taking steps to prepare, but even they can’t know for sure the impact it will have.
What is the reason for this change?
Official answer from Apple: “Apps on the App Store are held to a high standard for privacy, security, and content because nothing is more important than maintaining users’ trust.”
Probable real reason: Apple is taking steps in developing its own advertising network, and doesn’t hold their apps and OS to the same standard as 3rd party apps from their App Store. In essence, Apple is probably removing data tracking capabilities that up until now levelled the playing field for different advertiser networks such as Facebook and Google, to prepare their entry into the market, by leveraging their enormous user bas
What does this mean?
The biggest impact will be on Facebook, but Google Ads and DV360 will be impacted to a lesser extent, mainly for their app campaigns.
We foresee a decline in audience sizes, conversions and general ad delivery due to the large percentage of users that will choose to opt-out, and the proportion of iOS users in the mobile ad networks.
- The most impacted campaigns will be App Install and In-App conversions campaigns: There will be delays and limitations to the tracking of events in app. Steps are needed to be able to reach users of iOS, and the campaign set up need to be separate from any other campaign. (Read more about this here: https://www.facebook.com/business/help/331612538028890)
- Advertisers will need to verify their website’s domain at the top level domain +1. Instructions can be found here: https://developers.facebook.com/docs/sharing/domain-verification
- !!! The 28 days post click 1 day post view standard attribution window in ad accounts will be reduced to 7 days post click 1 day post view (this has been put in place already). This means that for longer consideration products and services, the conversion window will be smaller, and it would be best to strategically implement micro conversions to measure campaign success.
- We expect audiences to be smaller, and conversion numbers to be reduced, at least at first.
- Tracking on websites via pixel will be limited to 8 events. Facebook will automatically select the 8 events it considers essential for performance tracking. This can be edited later in the ads manager interface. It is likely that the website domain will need to be verified if we choose to update this in the ads manager interface.
- For dynamic ads: limit the catalog to use only 1 pixel
- Audience Network will probably be rendered useless as a placement, according to Facebook.
The reduction in audience size and mobile conversions should reflect what we’ll see on Facebook.
Impact for DV360 should look similar to impact on App Install campaigns for Google Ads
- Google seems to want to alleviate the reduction in data by using modelling for their conversion tracking
- They offer a small list of recommendation for campaign management:
- Consolidation of campaigns
- Limit the total number of App campaigns to substantially fewer than 100 campaigns per app to ensure enough conversion signals.
- tROAS campaigns for iOS should be switched to alternative bidding strategies at this time (such as tCPA)
- Several ACi campaign(App campaigns for mobile installs) features may no longer be available for non-consented users on iOS. These may include, but are not limited to: Negative filtering, Audience exclusions and Deferred deep linking