What do we expect Beyond IDFA? Talking with Aarki’s Nicol Cseko before Digital Fyber Focus 2020

Fyber Focus has gone digital! Taking place on November 17th, next week, this event will be focusing on the impacts, vision and solutions that lie Beyond IDFA. Fyber Focus has always been about sharing knowledge and insights about the mobile app industry with each other, learning new perspectives, and best tactics to apply to your monetization, user acquisition, and targeting strategies. 

 

We’ll be hosting industry leaders to share their thoughts on the impact of the IDFA deprecation in the mobile app ecosystem – what we have seen so far, what more we can expect, some tips, and best practices. 

 

Our panel will include: 

But, while we eagerly wait for the event, we wanted to get a taste of the topics around IDFA that will be discussed. 

 

We spoke to Aarki’s VP Product, Nicol Cseko, and asked her to share more about their focus areas and best advice moving forward.

 

Here’s what Nicol had to say:

What are the top challenges you and your clients are facing with IDFA deprecation?

“There are two updates impacting our clients and DSPs. The expected loss of IDFA as a consistent signal is the first. Even the basics are impacted: cross-app ad delivery relies on IDFA for frequency capping, while app user suppression lists are all reliant on advertising identifiers.   IDFA has also become central to buying models used by all parties: DSP, SAN’s, and ad networks are using it to make buying decisions while advertisers are relying on it for look-alike audiences.

 

 

 

Without IDFA, retargeting on iOS as we know it today will change. Reactivating key lapsed users is a significant driver of revenue for many large app developers. The good news is that it is possible to run effective campaigns targeting users without IDFA but there are still learnings to be had. 

 

What is less talked about, but in the long term likely more challenging is the shift to SKAdNetwork. First, there is still a lot of uncertainty with SKAdNetwork as there have been limited opportunities to test at scale. Second, SKAdNetwork severely limits the signal clients can send their buying partners, and it loses many of the key cohort views of marketing campaign effectiveness. 

 

The combined impact of both of these changes is that iOS marketing effectiveness will be impacted.  While it won’t be immediate, we can and we will solve for the above challenges as an industry.”

 

What’s your no. 1 piece of advice for stakeholders in the programmatic in-app industry leading up to this change,  which is expected early next year?

״If you are a programmatic advertiser you may be wondering about the role of this channel once the App Tracking Transparency (ATT) Framework launches. Programmatic can still remain a key part of your future efforts.

 

 

If you aren’t already buying LAT today, start testing as soon as you can. You may think that testing mainly is for the benefit of your buying partners but it’s not. It gives you as an advertiser an opportunity to learn as well: How are LAT users using your apps? Do you need to rethink your creative strategy to match different ways of optimizing campaigns? What is the best way to implement SKAdNetwork to identify the most useful conversions for you and your marketing partners? The more we test and learn together as partners the better we will all transition to an ecosystem that no longer relies on IDFA.״

 

This is just a small taste of what we will be sharing at the event, so be sure to secure your seat and get ready to equip yourself with more valuable IDFA preparations.

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And. . .  we’re here to listen! If you have any pressing IDFA questions on your mind, there will be a live Q&A after the panel for you to ask anyone on our panel. 

You can submit your questions in advance when registering or send them to [email protected]

 

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