{"id":237,"date":"2021-03-05T08:46:15","date_gmt":"2021-03-05T08:46:15","guid":{"rendered":"https:\/\/zorka.agency\/?p=237"},"modified":"2022-01-28T09:18:33","modified_gmt":"2022-01-28T09:18:33","slug":"how-to-improve-your-advertising-strategy-for-ios-14-5","status":"publish","type":"post","link":"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/","title":{"rendered":"How to improve your advertising strategy for ios 14.5"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/zorka.agency\/wp-content\/uploads\/2021\/03\/Ios14.5-03-1-1024x576.jpg\" alt=\"\" class=\"wp-image-238\" srcset=\"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/Ios14.5-03-1-1024x576.jpg 1024w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/Ios14.5-03-1-300x169.jpg 300w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/Ios14.5-03-1-768x432.jpg 768w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/Ios14.5-03-1-1536x865.jpg 1536w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/Ios14.5-03-1-2048x1153.jpg 2048w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3><\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p>Apple introduces a disruptive change in how advertising on iOS devices has historically been measured. Apple has announced that by the end of March 2021 users will be able to choose if they want to share their unique identifier right in the app, that is, to block the IDFA. Currently, about 70% of IOS users share their IDFA with app publishers, once this change is in place it\u2019s estimated that this number will drop to 10%-15%.<\/p>\n<blockquote><p><span style=\"font-weight: 400;\">It will become more difficult to drive iOS traffic. In general, advertisers will have to decide if the app promotion on iOS is still worth it. Thus, updated install costs may not fit the app\u2019s marketing budget. It is likely that advertisers will focus on Android promotion, as iOS traffic will no longer be profitable \u2013 <em>Karyna Vasiukevich, Zorka.Agency<\/em>.<\/span><\/p><\/blockquote>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>What does it mean for advertisers?<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">If you are a marketing specialist or an owner of a mobile app, you\u2019ll need to update your measurement SDK to the latest version and start using Apple&#8217;s new ad platform SKAdNetwork (SKAN). Currently, the SKAN has had a poor reception from ad networks therefore advertisers, iOS product owners, and app publishers are expected to face with:<\/span><\/p>\n<ul>\n<li>loss of target audience;<\/li>\n<li>total loss of ad retargeting audience (retargeting won&#8217;t be available);<\/li>\n<li>increase of traffic costs;<\/li>\n<li>highly limited room for ad optimization;<\/li>\n<li>scaled down digital performance;<\/li>\n<li>decreased data accuracy.<\/li>\n<\/ul>\n<p>How SKAdNetwork works \u2013 Simplified data flow<img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-799\" src=\"https:\/\/zorka.agency\/wp-content\/uploads\/2021\/03\/SKAN.001.jpeg\" alt=\"\" width=\"1920\" height=\"1080\" srcset=\"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/SKAN.001.jpeg 1920w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/SKAN.001-300x169.jpeg 300w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/SKAN.001-1024x576.jpeg 1024w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/SKAN.001-768x432.jpeg 768w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/SKAN.001-1536x864.jpeg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\" \/><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">Facebook will become available only for in-house purchases and with extremely limited functionality. Look-a-like audiences will not be available, since they are collected by IDFA. In other words, advertising budgets will shift from Facebook to in-app and programmatic traffic sources \u2013 <em>Karyna Vasiukevich, Zorka.Agency<\/em><\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>How will these changes affect Facebook?<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">Facebook has historically been the main platform for generating iOS traffic, but the changes Apple is about to introduce will predictably cause Facebook to lose its leading position. Here are some significant outcomes that the new policy will lead to:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\">inability to scale performance. The restrictions are to affect advertising accounts, the number of advertising campaigns and ad groups. Namely, the number of advertising campaigns managed from a single advertising account will be limited to 9, each covering up to 5 ad groups. Look-a-like campaigns being virtually ineffective despite their great performance over the years. The issue is that they are based on IDFA;<\/span><\/li>\n<li><span style=\"font-weight: 400;\">traffic optimization being nearly impossible. There\u2019s going to be a delay of 1-3 days when getting the latest statistics.<\/span><\/li>\n<\/ul>\n<div id=\"attachment_240\" style=\"width: 310px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-240\" class=\"size-medium wp-image-240\" src=\"https:\/\/zorka.agency\/wp-content\/uploads\/2021\/03\/b571e3c49bcb01567695af60aa6ace1e-300x125.png\" alt=\"Demand for iOS traffic from Facebook is going to decline\" width=\"300\" height=\"125\" srcset=\"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/b571e3c49bcb01567695af60aa6ace1e-300x125.png 300w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/b571e3c49bcb01567695af60aa6ace1e-1024x427.png 1024w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/b571e3c49bcb01567695af60aa6ace1e-768x320.png 768w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/b571e3c49bcb01567695af60aa6ace1e-1536x640.png 1536w, https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/b571e3c49bcb01567695af60aa6ace1e.png 1600w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><p id=\"caption-attachment-240\" class=\"wp-caption-text\">Demand for iOS traffic from Facebook is going to decline<\/p><\/div>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>What is the solution?<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">We recommend advertisers reconsider the volume of traffic distribution: in particular, <\/span><b>redistribute the amount of Facebook traffic to other sources<\/b><span style=\"font-weight: 400;\">. We also recommend paying special attention to the mechanics of programmatic advertising.<\/span><\/p>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>Why is programmatic advertising the best solution for iOS 14.5?<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <p><span style=\"font-weight: 400;\">Programmatic advertising<\/span> <span style=\"font-weight: 400;\">is an AI-automated way of purchasing ads, that helps to target a specific audience on several platforms simultaneously.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Programmatic advertising can use hundreds of targeting signals to personalize ads like Facebook and Google, according to user lifestyle, habits, and their online behavior, making this automated buying tool indispensable in performance marketing in 2021.<\/span><\/p>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>What are the benefits of programmatic advertising for iOS 14.5?<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">integrated with all MMPs (Mobile Management Partners, e.g. Adjust, AppsFlyer) and can notify them of SKAN conversions;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">i<\/span><span style=\"font-weight: 400;\">ntegrated with most SSPs and can rec<\/span><span style=\"font-weight: 400;\">eive SKAN <\/span><span style=\"font-weight: 400;\">conversions from their publishers;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">uses the campaign_id field from Apple to match installs with the campaign\/dimension that generated them;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">provides SK<\/span><span style=\"font-weight: 400;\">AN the info on in<\/span><span style=\"font-weight: 400;\">stalls separately from MMP installs;<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\">allows automatic <span>contextual optimization from SKAN postbacks\u200b.<\/span><\/li>\n<\/ul>\n    <\/div>\r\n<\/div>\r\n\n\n<div class=\"m-border-top block\">\r\n    <div class=\"block__col-1\">\r\n        <h3>Three simple steps to start improving your strategy<\/h3>\r\n    <\/div>\r\n    <div class=\"block__col-2\">\r\n        <ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Update your app to be ready for SKAN<\/b><span style=\"font-weight: 400;\">\u200b. For a campaign to work with SKAN, the advertiser needs to update their app. Normally that is done by updating the SDK of the MMP. The MMPs are updating their SDKs to do everything that app owners need to do to be able to use SKAN.\u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Select SKAN as an attribution method inside the MMP\u200b. <\/b><span>Once an App has a new MMP SDK supporting SKAN, then you can configure the SKAN settings via the MMP config. \u200b<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>Begin testing your SKAN performance now! <\/b><span>Exploration will be cheaper and more efficient before the complete transition, you\u2019d better start testing it now before the changes are in place (pre-ATT) and there is still data for optimization.<\/span><\/li>\n<\/ol>\n<p>&nbsp;<\/p>\n    <\/div>\r\n<\/div>\r\n","protected":false},"excerpt":{"rendered":"<p>Zorka.Agency investigates the latest market changes and the implications they have for advertisers.<\/p>\n","protected":false},"author":1,"featured_media":238,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_yoast_wpseo_focuskw":"","_yoast_wpseo_metadesc":"Zorka.Agency investigates the latest iOS 14.5 changes and the implications they have for advertisers.","intro":"<a href=\"https:\/\/zorka.agency\/\"><span style=\"font-weight: 400;\">Zorka.Agency<\/span><\/a><span style=\"font-weight: 400;\"> investigates the latest market changes and the implications they have for advertisers.<\/span>","footnotes":""},"categories":[1],"tags":[],"class_list":["post-237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v20.9 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to improve your advertising strategy for ios 14.5 - Zorka.Agency<\/title>\n<meta name=\"description\" content=\"Zorka.Agency investigates the latest iOS 14.5 changes and the implications they have for advertisers.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How to improve your advertising strategy for ios 14.5 - Zorka.Agency\" \/>\n<meta property=\"og:description\" content=\"Zorka.Agency investigates the latest iOS 14.5 changes and the implications they have for advertisers.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/\" \/>\n<meta property=\"og:site_name\" content=\"Zorka.Agency\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/zorka.agency\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-05T08:46:15+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-01-28T09:18:33+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/Ios14.5-03-1-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"1441\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"zorka\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ZorkaAgency\" \/>\n<meta name=\"twitter:site\" content=\"@ZorkaAgency\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"zorka\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/\",\"url\":\"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/\",\"name\":\"How to improve your advertising strategy for ios 14.5 - Zorka.Agency\",\"isPartOf\":{\"@id\":\"https:\/\/zorka.agency\/blog\/#website\"},\"datePublished\":\"2021-03-05T08:46:15+00:00\",\"dateModified\":\"2022-01-28T09:18:33+00:00\",\"author\":{\"@id\":\"https:\/\/zorka.agency\/blog\/#\/schema\/person\/b0a79e006ff673e12642a6b4e42e29f0\"},\"description\":\"Zorka.Agency investigates the latest iOS 14.5 changes and the implications they have for advertisers.\",\"breadcrumb\":{\"@id\":\"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/zorka.agency\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How to improve your advertising strategy for ios 14.5\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/zorka.agency\/blog\/#website\",\"url\":\"https:\/\/zorka.agency\/blog\/\",\"name\":\"Zorka.Agency\",\"description\":\"Digital Marketing Agency\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/zorka.agency\/blog\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/zorka.agency\/blog\/#\/schema\/person\/b0a79e006ff673e12642a6b4e42e29f0\",\"name\":\"zorka\",\"sameAs\":[\"https:\/\/zorka.agency\"],\"url\":\"https:\/\/zorka.agency\/blog\/author\/zorka\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How to improve your advertising strategy for ios 14.5 - Zorka.Agency","description":"Zorka.Agency investigates the latest iOS 14.5 changes and the implications they have for advertisers.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/","og_locale":"en_US","og_type":"article","og_title":"How to improve your advertising strategy for ios 14.5 - Zorka.Agency","og_description":"Zorka.Agency investigates the latest iOS 14.5 changes and the implications they have for advertisers.","og_url":"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/","og_site_name":"Zorka.Agency","article_publisher":"https:\/\/www.facebook.com\/zorka.agency","article_published_time":"2021-03-05T08:46:15+00:00","article_modified_time":"2022-01-28T09:18:33+00:00","og_image":[{"width":2560,"height":1441,"url":"https:\/\/zorka.agency\/blog\/wp-content\/uploads\/2021\/03\/Ios14.5-03-1-scaled.jpg","type":"image\/jpeg"}],"author":"zorka","twitter_card":"summary_large_image","twitter_creator":"@ZorkaAgency","twitter_site":"@ZorkaAgency","twitter_misc":{"Written by":"zorka","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/","url":"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/","name":"How to improve your advertising strategy for ios 14.5 - Zorka.Agency","isPartOf":{"@id":"https:\/\/zorka.agency\/blog\/#website"},"datePublished":"2021-03-05T08:46:15+00:00","dateModified":"2022-01-28T09:18:33+00:00","author":{"@id":"https:\/\/zorka.agency\/blog\/#\/schema\/person\/b0a79e006ff673e12642a6b4e42e29f0"},"description":"Zorka.Agency investigates the latest iOS 14.5 changes and the implications they have for advertisers.","breadcrumb":{"@id":"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/zorka.agency\/blog\/how-to-improve-your-advertising-strategy-for-ios-14-5\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/zorka.agency\/blog\/"},{"@type":"ListItem","position":2,"name":"How to improve your advertising strategy for ios 14.5"}]},{"@type":"WebSite","@id":"https:\/\/zorka.agency\/blog\/#website","url":"https:\/\/zorka.agency\/blog\/","name":"Zorka.Agency","description":"Digital Marketing Agency","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/zorka.agency\/blog\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/zorka.agency\/blog\/#\/schema\/person\/b0a79e006ff673e12642a6b4e42e29f0","name":"zorka","sameAs":["https:\/\/zorka.agency"],"url":"https:\/\/zorka.agency\/blog\/author\/zorka\/"}]}},"_links":{"self":[{"href":"https:\/\/zorka.agency\/blog\/wp-json\/wp\/v2\/posts\/237","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/zorka.agency\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/zorka.agency\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/zorka.agency\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/zorka.agency\/blog\/wp-json\/wp\/v2\/comments?post=237"}],"version-history":[{"count":6,"href":"https:\/\/zorka.agency\/blog\/wp-json\/wp\/v2\/posts\/237\/revisions"}],"predecessor-version":[{"id":801,"href":"https:\/\/zorka.agency\/blog\/wp-json\/wp\/v2\/posts\/237\/revisions\/801"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/zorka.agency\/blog\/wp-json\/wp\/v2\/media\/238"}],"wp:attachment":[{"href":"https:\/\/zorka.agency\/blog\/wp-json\/wp\/v2\/media?parent=237"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/zorka.agency\/blog\/wp-json\/wp\/v2\/categories?post=237"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/zorka.agency\/blog\/wp-json\/wp\/v2\/tags?post=237"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}