Way back in June 2020, Apple announced the launch of the new mobile OS iOS 14 for a September 16, 2020 release. There were a lot of iPhone users excited about the big release with widgets and a more user-friendly User Interface. The new update also brought Apple's changes to IDFA, which the marketers need to be aware of.is working and how marketers have a better allocation of their dollars. This ability to use the trackers is mainly important for the mobile marketing field. With the staggering rise among mobile activity users, marketers, have expected to reap on the benefits of targeted advertising campaigns.
Apple IDFA (Identity for Advertisers) is a device that was assigned to the user's interface to track and target the users within the iOS apps. IDFA has the same function as that of the cookies and will provide the advertisers with the user information within the app. This information can be used to find out how well a mobile ad is working and how marketers have a better allocation of their dollars. This ability to use the trackers is mainly important for the mobile marketing field. With the staggering rise among mobile activity users, marketers, have expected to reap on the benefits of targeted advertising campaigns.
Facebook has come out and criticized the IDFA changes in Apple. During a testing phase, Facebook had said it saw a huge drop of 50% in the Audience network revenue when the publication was taken off from the ad install campaigns. With the IDFA changes, Apple will only make its platform more attractive and value the privacy that is consistent with the privacy-marketing standards it has on iPhones and iPads. A lot of mobile gaming companies cried foul and felt like an execution. The IDFA can result in a lot of layoffs at the mobile app-adversities- such will include Gaming companies, mobile marketing, mobile admeasurement, user acquisition, and ad networks.
Apple delayed the law enforcement rules at the beginning of 2021 and gave the developers a lot of time to get the apps in order. The effect is still going to have a humungous impact on marketers. Yair Yaskerovitch, VP Media at Vancouver British-Columbia based Zoomd, said," As we see it, it will have a major effect on all user acquisition (UA) marketers, and the most significant impact will be on the re-engagement activities."
The marketers will have to look for a new attribution model to determine the change in results. Yaroslav Kholod, the head of Programming Operations at Admixer, believes the IDFA standards run on being a risk and is inaccurate and ineffective.
Another drawback is that advertisers won't recognize the market value and won't be able to plan for the long-term with measurements of ,str ROAS and LTV. With less accurate measurements, marketers won't have as much data, which will limit their ability to make forecasts and decide what alterations are needed for their campaigns.
In the recent statement about the flak Apple has been receiving about IDFA, it stated, "We believe technology will be able to bring the privacy to a whole new standard, and that means giving the users the right tools to make them understand the policies and purposes, as well as the tools to halt the permission for tracking. When enabled, a system prompt will give users the ability to allow or reject that tracking on an app-by-app basis. We will give the developers time to make Apple's changes to IDFA to make things harder for marketers will go into effect in early 2021."