Importance of Using Owned Assets in a Post-IDFA World

Mobile advertising is a huge market with an estimated value of $80 Billion in 2019. Also, it is expected to grow to $120 Billion by 2022. The major share of this significant market belongs to the advertisers of iOS apps.


After Apple’s annual Worldwide Developer Conference (WWDC) in June 2020, app marketers and companies have started to talk about the upcoming changes about IDFA after the iOS 14 update. Then, in September, Apple announced IDFA changes would be in 2021, not with the iOS 14 update. Now, app marketers are worried about how to track data and identify user behavior through certain ads.


First of all, what is IDFA?


–          What Is IDFA?

IDFA stands for Identifier for Advertisers. IDFA (Identifier for Advertisers) is a unique, random, and resettable device identifier assigned to a user’s iOS device. Basically, IDFA is important because it provides to track iOS users. Marketers and mobile advertisers are able to track IDFAs within a campaign.  Therefore, they have greater certainty about defining qualities of that user and whether they installed due to an advertising campaign by assigning a device to an IDFA. Moreover, IDFA’s personalization of user data provides additional benefits to marketers.


However, IDFA will no longer available be available on the mobile metering platform after the new year. Therefore, understanding and tracking your users will be more critical than ever for growing in the mobile app market. So, how will mobile marketers be affected by this change?



–          How Will the Mobile Marketers Be Affected?

Apple is not eliminating the IDFA completely. However, it will be making IDFA an opt-in choice for every single app. If an app wants to use the IDFA, users will be presented with a pop-up asking whether they allow tracking or not. Facebook is one of the largest publishers that rely on IDFA to target and measure users. If many users do not allow for IDFA permission, which is expected, this will make it difficult to target and measure users for Facebook and third-party apps.


–          Helpful Ways of Preparing for IDFA Changes

App marketers did not expect such huge changes had to be adapted. Therefore, they are dealing with lots of uncertainties arise in their head about measuring performance. In response to this disadvantage, Apple has made their SKAdNetwork available as an alternative solution. This solution does not allow for user-level campaigns or access to channel attribution data. There are some helpful ways to prepare for IDFA changes:

–          Convincing customers to opt-in with user-friendly consent mechanisms,

–          Increasing dependence on a probabilistic model of attribution rather than deterministic models,

–          Curating in-app experiences with predictive power-generating data. You can increase in-app experiences depending on the in-app engagement. Storyly is an interactive way to engage with your customers and helps to increase your retention rate.


In summary, despite the uncertainty surrounding the IDFA’s long-term impact, it can be said that it will seriously affect and reduce the quantity and quality of consumer data available to advertisers. Therefore, it is critical to consider user-friendly consent mechanisms, implement effective incentives to compel users to opt-in to IDFA, and curate in-app experiences with predictive power-generating data. To start increasing your app engagement and retention with Storyly, contact us!

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