Key actions post iOS 14.5: bidding partners’ perspectives

May 05, 2021

Tags: Publishers, Industry Perspectives, 2021

iOS 14.5 Apple ATT

Now that Apple’s iOS 14.5 is officially rolled out, everyone in the industry is searching for best practices and how best to navigate the changing times. MoPub has shared some key steps to prepare for the ATT implementation as well as solutions like our impression-level revenue data (ILRD), which can help with SKAdNetwork attribution. Today, we want to highlight some of our Advanced Bidding network partners, who provided insights on key action(s) publishers and developers can take to mitigate IDFA-less traffic:

“For publishers integrated with Facebook Audience Network, here are the top three steps to take to continue monetizing on iOS apps from Audience Network that we’ve shared on our Audience Network blog:

1. Update all iOS apps to Audience Network SDK 6.2.1 or higher. Our latest iOS SDK release is SDK 6.3. If you don’t update the Audience Network SDK, ad monetization via Audience Network will be severely limited for people who use iOS 14.5 or later.

2. Implement the Advertising Tracking Enabled flag for each event, irrespective of the use of mediation, to inform Facebook whether to use that event to deliver personalized ads. If the Advertising Tracking Enabled flag is not set for an event or if it is set to false, we won’t be able to use that event to deliver personalized ads.

3. Add the suggested SKAdNetwork IDs to the Xcode project’s Info.plist in order for advertisers to measure the success of ad campaigns. If suggested SKAdNetwork IDs are missing from your Xcode project’s Info.plist, then ad monetization via Audience Network will be severely limited for people who use iOS 14.5 or later.

We will continue to support our publisher and developer community with the latest resources, tips and tools to help you navigate upcoming challenges and opportunities to grow your app business.”

"Apple's AppTrackingTransparency (ATT) framework and IDFA deprecation will have a profound impact on in-app advertising and app publisher monetization in the iOS world, but there are ways that publishers can mitigate its impact and ensure they continue to see strong ad monetization revenues from their iOS apps. In particular, we recommend that publishers embrace header bidding, take steps to help increase IDFA opt-in rates, work with identity solutions, be robust about collecting first-party data and incorporate more high-impact ad formats like video and rewarded ad units, among other steps. By taking these actions, app publishers can be sure they are in the best possible position to see continued ad monetization success in iOS even as the industry shifts."

“Pangle firmly defends user privacy. The large-scale loss of IDFA does have a great impact on the personalized advertising business, and the entire industry faces the same problem. Pangle has invested a lot of resources to cope with this change. It is believed that with the gradual improvement of the system and the upgrade of Apple SKAN, the monetization ability will gradually recover. In the meanwhile, here are two recommendations for publishers adopting iOS14.5:

1. In case you decide to use Apple's ATT prompt for your app, we recommend you carefully optimize your prompt message. As publishers will only have one chance to guide users to opt-in for targeting, determining the message, placement and overall UX of the prompt will be key.

2. Implementing Apple's SKAdNetwork and enabling their ad networks' IDs: this allows Apple to attribute and verify conversion data before publishers can obtain monetization revenues from the network. This is essential if developers want to continue monetizing their iOS traffic normally.

Here at Pangle we've already fully updated our SDK to be in line with the new SKAdNetwork guidelines, and we are preparing further practical measures to assist developers during this transition.”

“Despite best efforts to gather consent from users for IDFA access, publishers are likely to see a significant increase in devices with no device ID. Alongside this, many networks and DSPs are embracing SKAdNetwork and treat it as the default attribution method on iOS 14.5 and higher. With this in mind, alongside any ATT consent strategy, publishers need to ensure they are supporting the latest SDK from their ad network partners. It is also essential that all SKAdNetwork Network IDs are added to an app's info.plist, including those of performance DSPs, which meaningfully contribute to fill rates and eCPMs today."

“As iOS 14.5 ramps up, Vungle is assisting developers with the privacy and attribution shift we are seeing. Advertisers are transitioning to SKAdNetwork and publishers need to have their apps ready. Vungle is prepared for the privacy and attribution shift and are guiding publishers through the changes. In order for publishers to ensure all of their inventory is ready, we are advising a checklist of 3 items:

Here are three things developers need to do immediately:

1. Update your SDK to the latest version supporting SKAdNetwork 2.2 and view-through attribution

2. Update the app's Info.plist frequently to ensure they have all current IDs

3. Add AppTrackingTransparency framework to your apps for tracking consent."

If you have additional questions on Advanced Bidding or how MoPub can support you during these changes, please reach out to your account team or our support center.

About the author: Ben Kaplan, Product Marketing Lead

Ben oversees solution go-to-market and commercialization efforts globally, focused on Twitter’s Emerging Business Unit (e.g. MoPub, Cross Install). Before that, Ben led business development in the Americas for MoPub and has over 12 years of experience in the advertising space.

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