It’s important to attract your customers. However, what’s more important is to attract them with the right kind of ads. Mobile app marketing holds great importance nowadays as it helps improve communication with customers. However, working in an IDFA world, one needs to strategize competently to reach goals.
What Is IDFA?
Identifiers for Advertisers or IDFA is a device identifier that Apple uses to track data for customized advertising from any user’s device. It does not reveal the identity of the user nor does it share information apart from advertisement data.
Why Is Important for Mobile Marketers
The use of IDFA is important for mobile marketers since they need to provide related advertisements to the users based on advertisement strategy. It illuminates what kind of mobile campaigns the user is interacting with, allowing marketers to identify and channel their advertisements. The goal is to create the right kind of advertisement that can channel advert for payment and attribution.
In addition, it also allows accurate tracking to an iOS device when there are several other trackers in place. Its equivalent for Androids is GPS ADID that works on a similar methodology.
What We Should Do to Get Ready for the IDFA Changes
With Apple’s App Tracking Transparency or ATT framework, marketers will now be concerned with the consent of the users for tracking their activity. Post IDFA world includes an opt-in feature that asks for user’s consent whether or not they want to limit ad tracking.
Another update that arrived with ATT was to SKAdNetwork that was released in 2018 but didn’t become popular. However, the new update involves working out on ad plans while keeping in mind how SKAdNetwork and ATT work.
In addition, the participation of legal teams is important in this matter since it revolves around pushing privacy and will need privacy legislation in effect. Next is working with SKAdNetwork campaigns as well as learning about first-party data. First-party data will be important in learning about the users and will allow to frame the right kind of campaigns.
There will be two data sets involved in the scenario. The one from consent approved and the other from consent disapproved. If the right kind of mobile marketing has to be done, campaigns must be designed in a way that regulates these datasets. There will be another dataset that doesn’t require consent at all such as kids’ applications.
Apart from that, another dataset can emerge where users initially didn’t opt for consent but later came back and approved. Keeping this in mind, one needs to decide upon the type of conversion that should be used. For primary purposes, it should be enough to generate the performance the marketers need. Working with IDFA’s Apple-approved alternative, SKAdNetwork is important since inventing better and granular methods will be required by marketers. If you need to know more about it, here’s a special blog post about Post-IDFA World that will give you the insights you need.