Advertising on Facebook has become more challenging due to Apple’s AppTrackingTransparency framework in iOS 14.5. Here’s how advertisers are adapting their strategies in the post-IDFA reality.

Like the Identifier for Advertisers (IDFA), it uses a deterministic attribution model to provide conversion data for app installs. Unlike the IDFA, it aggregates that data before sharing it with advertisers, ensuring that no user- or device-level identifiers are passed along.

The triple whammy comprising Apple’s decision to phase out its mobile Identifier for Advertisers (IDFA), Google's impending deprecation of third-party cookies in its market-leading Chrome browser, and the growing sensitivity to consumer privacy issues is forcing advertisers to rethink how they target and measure ads.

We expect this approach to become relatively more valuable in a post-IDFA future as off-platform signal gets scarcer on social. Test and learn to see what works. It’s still important for advertisers to test and learn and not default to a format-first approach that assumes that video will always work better than static images.

On mobile devices, CPMs for Android devices and iOS devices with the Identifier for Advertisers (IDFA) are higher than CPMs for non-IDFA iOS devices. Take Meta properties, for example. Among the US clients of performance marketing agency Tinuiti, Meta CPMs were 45% greater on Android than on iOS in December 2021.

Two years in, Meta’s latest ecommerce effort fails to resonate: Ecommerce could soften the blow to its ad business, but it’s struggling to catch on.

AppTrackingTransparency isn’t the death knell some feared: Just under half of all users have consented to tracking, far above initial estimates.

Consumers are growing frustrated with ineffective digital ads: A new survey shows that the ad industry’s lack of a proper targeting solution is alienating consumers.

Recent changes, such as Apple’s Identifier for Advertisers (IDFA) deprecation and Chrome’s third-party cookie sunset, also look like small potatoes in comparison. How it works:. Broad location targeting, like for a state or a congressional district, would still be allowed. Advertisers would also be able to upload first-party customer lists to marketing platforms.

Although a growing percentage of ad spending around TV content is happening through addressable, programmatic, and connected TV channels, making advertising more accountable, holistic campaign metrics that cut across the linear and digital domains remain elusive.

In a future without third-party cookies or the Identifier for Advertisers (IDFA), brands and publishers will increasingly need to reckon with and resolve consumer concerns as they pursue alternative strategies that require first-party data. Part of their response will require clearer messaging, but it could also mean offering users benefits in exchange for sharing data.

Last year, overall mobile gaming revenues saw a 34% increase, which shows gaming apps performed well despite Apple's Identifiers for Advertisers (IDFA) changes, as platforms leveraged their own in-app data tools to target ads effectively. Gaming presents massive ad opportunities, and media companies have taken notice.

Meta has acknowledged that its revenues are adversely affected by the phasing-out of third-party cookies and changes to Apple’s Identifier for Advertisers (IDFA). As of April 2021, users of iOS devices have been offered an explicit opt-out from tracking via IDFA when they download an app, and many have indeed opted out.

On one hand, it did rely heavily on the IDFA for its off-platform Meta Audience Network, and the ATT changes are hurting that segment’s revenues. On the other hand, its core business benefits from the same wealth of first-party data as Google and Amazon.

The Identifier for Advertisers (IDFA), which is a unique identifier for advertisers that is used to target and measure the effectiveness of user-level ads across phones and tablets. Intelligent Tracking Prevention (ITP), which is a feature Apple added to Safari browsers in 2017 to curtail companies’ ability to monitor user behavior via cookies.

Neustar senior vice president of product and general manager of customer experience Steve Silvers and eMarketer principal analyst at Insider Intelligence Nicole Perrin discuss some misconceptions about cookie deprecation, what marketers should do to prepare for the loss of third-party cookies and react to the loss of Identifiers for Advertisers (IDFAs), and more about future approaches to addressability.

eMarketer was pleased to moderate a Tech-Talk Webinar featuring InMobi’s Robyn Meyers, vice president, West Coast brand partnerships, and Sergio Serra, senior product manager, SSP, along with Advertiser Perception’s Lauren Fisher, vice president, business intelligence. They highlighted the changes, how advertisers are currently thinking about Identifier for Advertisers (IDFA), and the best path forward.

Apple is facing yet another potential hurdle to IDFA: As Chinese tech companies work on a new way to track users on mobile devices, Apple will be faced with either barring a slew of Chinese developers altogether or forging ahead on a policy with no teeth.

Apple placates mobile advertisers: iOS 15 will allow advertisers to get postback data directly from Apple, rather than going through an ad network—a huge help for marketers hungry for data in a post-IDFA world.

AppsFlyer also reported finding that IDFA availability could be affected by the way app developers set up their software development kits (SDKs) to load. If developers call their attribution SDK a few seconds after displaying the prompt, they can make sure to capture all possible IDFAs.

IDFA isn’t dead yet: New AppsFlyer data suggests that tracking opt-in rates could be much higher than the industry’s expectations, a spot of optimism that could make it worthwhile to keep collecting Apple’s Identifier for Advertisers (IDFA).

Now, increasing restrictions on data collection, changes to Apple’s Identifier for Advertisers (IDFA), and the death of the third-party cookie will mean that winning brands must reduce their dependence on third parties, and place a greater focus on first-party data and owned channels. In short, they’ll need more direct-to-consumer (D2C) marketing, and less (though still plenty) advertising.

The framework will require users to opt in before any app can collect the IDFA, a persistent mobile device identifier. Most in the mobile app industry expect opt-in rates to be low.