As mentioned in our prior blog, the announcement of the elimination of IDFA being default for iOS 14 evoked a response of panic from the mobile marketing community throughout the globe. This means that apps would require explicit permission from users for their data to be tracked.
Will users be more compliant with allowing their data to be tracked? Are mobile advertisers being overly pessimistic about the future of IDFA? The data suggests no. In a similar situation during the release of iOS 13, users were presented with the options of Allow while using, Allow once, and Don’t allow regarding location tracking for apps. Digiday put the opt-out rate between 50 – 80% among all users.
What will the impact of a scarcely low IDFA opt-in rate, come iOS 14? Mobile marketers will lose out on the granularity once expected from user data and information. As a result, it will become far more difficult to effectively roll out their ads and target relevant users, reducing the value of mobile marketing campaigns and creating a bad user experience for iOS users.
Here are some ways you can effectively combat against this:
Optimize IDFA compliance strategies
There are still many opportunities to encourage IDFA tracking compliance among users. The consent pop up for users to be tracked, allows for some text editability from app developers/marketers. This offers the opportunity for developers and marketers to better explain how “allow tracking” can create stronger, more personalized user experiences. Apple also allows developers to create a separate pop-up that appears prior to the consent pop up. Developers can use this opportunity to better explain the importance of tracking in a more personalized manner.
There is also no set time as to when the consent pop up must appear. This means that developers can choose more optimum times to push the consent pop up such as when celebrating an accomplishment in-game when users might be more compliant.
Developers can also encourage IDFA tracking compliance through offering users enhanced in-game experiences (e.g. in-game currency) when consenting to user tracking. However, developers must be sure to follow Apple guidelines and not offer users any direct monetary compensation in exchange for tracking compliance.
App developers and marketers will be able to use Apple’s SKAdnetwork for ad attribution, even when users aren’t compliant to IDFA. However, this technology extends only to tracking attribution.
Whatever happens, we are in a critical period of change right now, and it is imperative for marketers and developers to explore and experiment with new business models and strategies, bespoke to their products, brand, and recent compliance laws.
If you have any questions about how to navigate successfully through these new privacy implementations, please reach out to us to receive a bespoke consultation at firstname.lastname@example.org