Shortly after Apple’s original announcement, Fyber unveiled its first-to-market in-app contextual targeting parameters built to provide advertisers with information about ad opportunities for reaching key audiences in an IDFA-less world.
Following the successful release of these data parameters, Fyber is continuing to support DSPs in making a smooth transition to the post-IDFA era. Ramping up the efforts to maximize results, we added new contextual parameters now available to DSPs to enhance targeting and help advertisers make their ads more effective. With these additional rollouts, we are ready to take an even deeper dive into supporting our partners in reaching their desired KPIs and outcomes on traffic without the IDFA.
Leveraging contextual parameters to drive optimal performance
Fyber has already been testing and leveraging the new contextual targeting parameters on traffic without the IDFA with our DSP partners. Recently, Fyber and Appreciate collaborated to test performance on traffic without the IDFA traffic, examining its results against IDFA traffic. By utilizing Fyber’s creative optimization mechanisms, publisher and app optimizations, with multiple device-related contextual parameters, Appreciate saw strong results: 25% lower CPIs and 30% uptick in ROAS on traffic without the IDFA inventory. For advertisers, this proves how success can be achieved by leveraging these parameters while buying traffic without the IDFA – and even get better results than with a similar campaign on IDFA traffic.
Unveiling the new contextual parameters
SDKs provide marketers with granular data signals. Since Apple’s announcement, every SDK release from Fyber’s Marketplace and FairBid has been updated to include the most relevant, new contextual data. Continually evolving and adding to our data parameters for DSPs, Fyber is able to continue to be the SDK for the SDK-less.
DSPs are now able to utilize these parameters as inputs to their machine learning algorithms and evaluate how each parameter, or combination of parameters, impacts campaign performance – on both iOS and Android. While on the other side of the chain, publishers benefit from the positive competition between DSPs that drives superior monetization results.
Using contextual advertising opens the door to powerful opportunities for marketers to enhance targeting and optimization in a privacy-aware manner. The new parameters focus on user engagement, app-level, and game mode signals, and provide context that enables action. Marketers can understand a user’s propensity to engage by knowing if a user has clicked or completed a video within the session – and this allows the delivery of relevant and valuable ads. These parameters do not enable advertisers to identify a specific user or device, but only the context provided from a user’s engagement with an ad and selected device, game and app-level signals.
Establishing a new standard for the ‘post-IDFA’ era
The recent release of parameters is a continuation of developing an all-encompassing and more robust toolbox for the mobile app ecosystem, enriched with data signals and developments to achieve programmatic excellence and meaningful value in a post-IDFA world.