Keep calm and carry on without IDFA

You can have whatever opinion on 2020, but we all can agree – it is full of fascinating twists. The ad market was not left out. You probably read a bunch of articles on how Apple is killing off IDFA and 80+ billion industry is going to struggle, while 99.9% will tap NO on this monstrous notification.


Why? How? What to do? Mobupps is here to keep you calm and help you to figure everything out. Why is the company that profits on advertisers more than others would do anything like this?

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First reason – Apple shares too much data outside of the ecosystem, and it bothers them. They want to keep ads working while letting users know what kind of data they are sharing. If you think this is a new idea, you should check this Steve Jobs clip from 2010.

To maintain the same service level, Apple introduced the SKAd network 2 years ago, and the industry had plenty of time to explore and get ready for implementation.


How is this framework different from IDFA? SKAdNetwork allows advertisers to know which ads resulted in desired actions without revealing which specific devices — or which specific people — took those desired actions.

Second reason – Google and Facebook got big on iOS. After iOS 14 rollout, they will be just like any other ad network: lining up to get privacy-safe information from Apple. They still have their SDKs in a lot of apps, but not in every app. Apple is in the ad managing driver’s seat now.

How this will influence the industry – MobUpps forecast:

MMP’s, who use IDFA to attribute, are in a race to roll out non-IDFA solutions. We hear talks about fingerprint as an alternative, but it has a privacy issue at the same level as IDFA. Any user identifier is an identifier at the end of the day, and this is something Apple is going against. So we forecast MMP’s will work on SKAdnetwork integration and then attribute with Apple’s data.

Ad networks use IDFA to attribute, monetize Publisher’s inventory, and increase CPM by spending more budgets on IDFA, which results in more conversions. Ad networks will adjust fast, as they do not really care about the identifier type. But monetization and targeting is going to be much less effective based on media placement and not user level.

Self-attribution networks – Facebook and Google who use IDFA to improve targeting and campaign performance for buyers. As 1st party data owners, this is critical for them, this is how they win the most of the budgets on the market. MobUpps think this is the biggest question mark in the equation meantime. FB/Google can defiantly change the game by rolling out their own MMP, and enforce users to share some data like logins and more so they still can identify them. They can create their own game rule, they actually have the power to do it. Time will show.

Programmatic – Use IDFA to target users and to bid efficient-based on its algorithms. They profoundly use IDFA on remarketing campaigns, purely based on user targeting. MobUpps think this sector can be hunted mainly as IOS14 won’t allow any user indicators. Just like ad networks, they will be enforced to optimize based on SKadnetwork attribution, rely more on media placements, focus more on Android and Desktop.

So what’s next? Industry still has enough time to implement SKAdNetwork, matter of fact, there are some MMP’s rolling out support now as you read this. We are looking forward to working together with all stakeholders to bring the best service as soon as possible. As a client-oriented company, we will continue to give the highest possible service and consult with our clients in the upcoming weeks. MobUpps is in the advanced stages of SKAdnetwork integration, we desire to be the first ad network on the market prepared and adjusted for the change. Stay tuned for more news on this topic and reach out if you have any questions.


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