As product managers, we work closely with extremely talented developers, business teams, and clients to help make our products come alive. The root of a product manager’s role is to make complex concepts accessible, build the roadmap, and explain “why” we’re going in the direction we’ve chosen. After the first iOS 14 announcement, our team realized our products could be in for a bumpy ride – so we rerouted and adapted to ensure our clients could continue yielding the same high quality value in the pre and post-IDFA world.
From an aerial industry perspective, DSPs now face a greater disadvantage in soon to be IDFA-less reality because of their SDK shortfall and heavy reliance on identifiers. In turn, DSPs are working more closely with SSPs, as they are the ones creating the right standards, adopting them in a consistent way and maintaining them on a regular basis. If anything breaks in the SSPs’ chain of events, the DSP is left without the ability to see performance properly and accurately. Therefore, in a time of uncertainty, our roadmap remains focused on ensuring our partners can continue to efficiently trade media in the new user privacy era. We’re doing this by surfacing new types of data, making sure our technology works seamlessly with our partners’, providing access and transparency into our SDK, and continuing to implement innovative changes in a way that can be easily adopted by our peers in the industry.
Unveiling key areas in our Q4 roadmap
Partnerships find themselves in every aspect of our work. With transparency being one of our core values, we believe in sharing our roadmap and objectives with the industry. This creates an alignment and understanding of where we’re going and where collaborations can arise. Looking ahead to the next quarter, Fyber is collaborating more than ever to align the priorities and needs of our buyers and sellers.
These are the key focus areas weaved into our product roadmap for Q4 2020 and beyond:
Standardization and collaboration between app-only SSPs was a critical first step to efficiently solve for the complexities of Apple’s new attribution and user privacy specifications. We quickly executed on adapting the SKAdNetwork spec for OpenRTB in conjunction with the IAB and peer app SSPs to establish a consistent standard across the entire programmatic app ecosystem that would create efficiency in SKAdNetwork support for DSPs. Coming up next is defining a new standard for handling clicks on campaigns that leverage SKAdNetwork. The goal for the new click standard is finding the right balance between user experience and privacy (AdChoices). We also anticipate major changes coming from Google Play/Android and we’re prioritizing research to get ahead of the curve and prevent needing to adapt very quickly like needed to with the IDFA changes.
Bringing SDK excellence by certifying SKAdNetwork with attribution companies. Fyber is teaming up with our top DSP and attribution partners to ensure our collective marketers have easy access to install data through existing reporting dashboards. We’re running end-to-end certifications to make sure the transfer of data between Fyber’s SDK, Apple, the DSP, and attribution SDK works flawlessly from user click to install. We’re doing this so marketers will have a seamless transition from IDFA-based to privacy-aware app download measurement.
Implementing additional contextual and user engagement data signals. It’s the SDK’s responsibility to bring marketers granular, cohort-based, and privacy-aware data signals that look beyond IP and User Agent. Every recent SDK release from Fyber Marketplace has included relevant, new contextual data. We’re continuing to augment our existing ‘Fyber contextual data package’ (a term coined by our industry partners) with enhanced user engagement data points. For example, we’ll be releasing new signals like time spent on iOS StoreKit or cohorts of highly engaged rewarded video users, in order to better identify which users are engaged with ads and likely to download our marketers’ apps. Fyber values efficiency, which is why we’ll continue to send our user intent data through existing programmatic frameworks, with the goal that other SSPs in the market can adopt our implementation as an industry standard. We’re doing this because we know that data becomes more efficient and valuable when it’s standardized, at scale, and that’s because machine learning models require a lot of data in order to find patterns and accurately predict the desired outcome.
Surfacing insights from under the SDK hood. As an exchange, it’s our duty to bridge the gap between programmatic buyers and sellers. One way we’re doing this is by letting our buyers take a closer look at our SDK’s failure points. Giving buyers access to data like, which creative ID drives the highest latency in the supply chain or number of errors, helps us collectively improve the demand quality we bring to publishers. Improving our quality of demand, thereby, assists us in securing higher quality supply for our buyers, which gives our advertisers access to more valuable users who are more likely to engage and convert. The more user engagement we drive through our SDK, the better conversion rates our buyers yield and the higher fill rates and average revenue per daily active user (ARPDAU) our publisher receives. In other words, we are creating a partnership built on optimization for mutual needs. Data transparency helps our buyers understand what’s limiting their access to top supply, so we can close the gap together.
Building a roadmap is always subject to change. When Apple first announced the IDFA deprecation, our industry sprung into action. We assembled a consortium with other leading ad tech companies in the field, collaborated and shared solutions, and adopted a new standard together. So what happens next? We aim to create a culture of transparency within the ecosystem by sharing our roadmap, Fyber Contextual Data Package, and encouraging other players in the field to follow. When setting these objectives, we also take future insight into account. As product managers, our responsibilities need to align with our clients’ expectations and provide cutting-edge solutions to drive their continued growth – on the demand side and the supply side. We see this coming to life when creating an all-encompassing package of collaboration, standardization, regular technical developments and programmatic excellence in the pre and post-IDFA world.