We’re still soaking up all the insights shared at our Digital Fyber Focus – Beyond IDFA panel! Apple’s recent privacy and IDFA changes led to waves of changes and uncertainty in the mobile app ecosystem. We were excited to bring together industry experts to discuss their perspectives and solutions – and hear how they are preparing for Apple’s “early next year” rollout.
Led by Fyber’s VP Product, Alon Golan, the panel included Nicol Cseko, VP Product at Aarki, Mark Beck, CMO/CFO at Tripledot Studios, and Michael Mac-Vicar, Co-founder & CTO at Wildlife Studios, bringing to the discussion diverse perspectives on the impact of IDFA-related changes across programmatic UA, casual games, and mid-core games.
Every component of the mobile app ecosystem is going to be affected by the IDFA deprecation to some degree. Our panelists weighed-in on a wide range of topics such as the considerations behind attempting to collect tracking consent, the importance of ad creatives in the new reality, investment and focus on Android vs. iOS, and the impact on the programmatic side of our industry compared to ad networks and SANs. We have summarized some of their key insights in this piece.
Key takeaways (you should save) from our panel:
Contextual Targeting has become a viable way of buying
With the expected loss of IDFA as a consistent signal, Fyber believes that contextual targeting parameters can deliver meaningful value and results to performance marketers. We harnessed a mix of privacy-aware contextual parameters generated from points coming from the device and these already showed strong results when tested with some of Fyber’s demand partners, using LAT traffic.
Nicol, VP Product from Aarki shared that they have been testing and buying LAT users since Q1 2020 using the same predictive bidding model, but removing the user-level features of the IDFA – while heavily relying on contextual signals. The testing has proven that you can buy successfully with contextual targeting – optimizing not only towards a CPI goal, but also towards post-install KPIs like ROI and engagement. Wildlife Studios’ CTO Mike added that we should be tackling contextual targeting in a much better way than we’ve done before, with the big question remaining: how much will be allowed by Apple?
Advertisers should get more creative with how they are going to test their creatives and targeting for LAT campaigns
As part of your creative strategy, our panel recommended that advertisers should be testing whether LAT users respond differently to ads than IDFA users. This includes testing across segments, which from Aarki’s experience leads to varying levels of similarity between LAT and IDFA users making it crucial for publishers to run such tests in order to optimize their LAT creative strategy based on the best proxy available from their IDFA user-base. The same approach of contrasting and comparing different segments of IDFA and LAT users can also be applied to post-install events, and Nicol adds that Aarki has seen success in using IDFA users that had a certain level of similarity to LAT users to create a seed that informs the optimization of LAT UA campaigns towards post-install goals.
Short term turbulence followed by long-term growth
Ending this thought-provoking panel on a positive note, Mark shared his perspective on the future of eCPMs and ad monetization. “eCPMs will continue to grow over time. As advertisers adjust their spend to the new reality, budgets will come down initially, but I believe that in the long-term, advertisers will adjust and prices will start going up again”. This sentiment is consistent with the data shared by Fyber during the session – since Apple’s announcement, the number of buyers who target LAT traffic at scale is consistently growing, leading to a gradual but continuous increase in eCPMs across all ad formats.
Times of change and uncertainty also present opportunities and innovation, and holding open conversations and close collaboration is crucial for our industry to successfully transition to a new operating mode. We are thankful to our expert panel and partners for shedding light on how all of us can test and better prepare for a post-IDFA world. As Mike put it – the change will eventually even out – the impact will be on the here and now, and careful preparation will help mitigate it.
These highlights are just snippets from the panel.