Decline in Device ID’s retrievable based on an impression served

On the 3rd of last September Apple announced a ‘delay’ regarding new privacy policies that will further decrease Device-ID availability. Essentially, Apple pursues a digital environment that allows users to easily allow - or not to allow -, apps to track their behavior. Even though this ‘delay’ was announced, the effects of these rapidly changing protocols are already visible for Demand Side Platform operators.

• Device ID’s are used to identify mobile users and in terms of programmatic advertising; Device ID’s give us the opportunity to target and serve relevant ads in order for the overall campaign performance to increase.

We analyzed RAW reports that contain Udids (Unique Device IDs) - if we were able to report (or; detect) them. We analyzed reports containing campaign activity/data for the last 9 weeks. We then analyzed RAW reports from the same period in 2019. After simply comparing the two data batches we found that there is - at least - a 35% decline in available Udids at this point in time (based on a similar amount of impressions served in 2019).

Remarkably, the decline in available Udids to report on (based on an impression served) is also visible for Android activity/traffic, although less significant (approximately a 8% decline for Android Udids).

As a result of this changing digital tracking environment, advertisers will be less able to build data/profiles and - again -, serve relevant ads. Luckily, other targeting methods exist to ensure accurate and relevant serving of ads. Likewise, it seems Apple is investing in secondary tools to determine conversion/performance logic (f.e. the SKAdNetwork). Regardless; mobile users (or; consumers) will likely appreciate the control they are increasingly getting (regarding their privacy). Want to discuss this topic or do you have questions? Reach out!