SKAdNetwork - Google following Apple – Test SKAdNetwork Now
Many agree, 2021 will be the year of maintaining campaign performance while new privacy mechanisms are being rolled out. We are talking of course of the introduction of the SKAdNetwork and it’s effect on tracking/finger printing capabilities. Recently, also Google confirmed that it will limit tracking methods in Android apps, although confirming that they will not require an Opt-in for Device ID usage.
Both changes (iOS/Android) will drastically impact marketers targeting wishes. Essentially, the new environment makes it substantially harder to deterministic IDFA attribution and also; fingerprinting. An IDFA can only be used if the consumer gives active consent to the app in question. Estimates vary, but likely the IDFA availability (iOS) will decrease by 80% or more.
So how are we going to target and optimize, when these new protocols are in place?
Simply put, fewer feedback/information is available to target and optimize. Furthermore, in-app events/signals are delayed by at least 24hours, with this; ROAS and LTV reporting is more difficult.
Simple metrics and optimizing strategies like; what combination of creative, exchange, and publisher bundle that performs the best - will become, once again, valuable. We recommend testing SKAd traffic as soon as possible. If you start testing before App Tracking Transparency (ATT) is fully implemented you will experience how the ATT will affect iOS versus Android traffic. The more learnings, the better.
We are fully integrated with all major MMP’s for the SKAd environment. Want to test a campaign on these finished integrations? Reach out!