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A World Without IDFA
- 1. A world without IDFA Mobile Attribution Privacy (MAP) Gadi Eliashiv, CEO & Co-Founder of Singular
- 4. Our approach: The foundation Unified Marketing Data Connectors Governance Combining
- 5. Our approach: The evolution Automation Audience Management Budget Management Alerts Analytics Performance Analytics Creatives Ad Monetization Unified Marketing Data Connectors Governance Combining
- 6. Singular’s Marketing Intelligence Platform Automation Audience Management Budget Management Alerts Analytics Performance Analytics Creatives Ad Monetization Attribution MMP User Experience Deeplinks Web to App Fraud Prevention Proactive, Deterministic & Probabilistic Unified Marketing Data Connectors Governance Combining
- 7. Automation Audience Management Budget Management Alerts Analytics Performance Analytics Creatives Ad Monetization Attribution MMP User Experience Deeplinks Web to App Fraud Prevention Proactive, Deterministic & Probabilistic Unified Marketing Data Connectors Governance Combining Vendor agnostic
- 8. Unify siloed data, apply attribution and expose insights to accelerate growth
- 9. What is the IDFA? IDFA = identifier for advertisers on Apple iOS • Similar to an advertising cookie, but cross-domain by nature • IDFA powers the iOS advertising industry: • User tracking • Last-Touch & Multi-Touch Attribution • Targeting • Device Graphs
- 10. Rumor has it... The IDFA may be going away UDID → IDFA → Now what?
- 11. • Last-Touch Mobile Attribution • Multi-Touch Attribution • People-Based Attribution • Fraud Prevention • Campaign Optimization • Retargeting Repercussions
- 12. Last Touch Mobile Attribution TODAY Ad Network Touchpoint MMP MMP Deterministic matching + Fingerprinting→ → Data: IDFA, HTTP headers, link params
- 13. Last Touch Mobile Attribution NO IDFA Ad Network Touchpoint MMP MMP Fingerprinting??? → → Data: IDFA, HTTP headers, link params
- 14. Multi-Touch Attribution TODAY Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint MMP Deterministic matching + Fingerprinting Data: IDFA, HTTP headers, link params PAST PRESENT TIME
- 15. Multi-Touch Attribution NO IDFA Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint MMP Fingerprinting??? Data: IDFA , HTTP headers, link params PAST PRESENT TIME
- 16. Spoiler about Fingerprinting Apple recently created a document about their Tracking Prevention Policy on Web: Policy Circumvention We treat circumvention of shipping anti-tracking measures with the same seriousness as exploitation of security vulnerabilities. If a party attempts prior notice. These restrictions may apply universally; to algorithmically classified targets; or to specific parties engaging in circumvention.
- 17. People Based Attribution / Device Graphs TODAY Person Identifier Type 1337 gadi@singular.net Email 1337 1b76c365-edf5-4047-9f1d-9d2ecd887369 IDFA 1337 3046bb3e-599a-4099-a5a9-cf0e3453569b IDFV 1337 aae2e6a23c1af08f98b7 Web Cookie 1337 8bbf23a3049abb31 3rd Party Cookies Use cases enabled: 1. People based analytics 2. Correct marketing ROI 3. Segmentation & Activations
- 18. People Based Attribution / Device Graphs TODAY Person Identifier Type 1337 gadi@singular.net Email 1337 1b76c365-edf5-4047-9f1d-9d2ecd887369 IDFA 1337 3046bb3e-599a-4099-a5a9-cf0e3453569b IDFV 1337 aae2e6a23c1af08f98b7 Web Cookie 1337 8bbf23a3049abb31 3rd Party Cookies Use cases enabled: 1. People based analytics - WORKS 2. Correct marketing ROI - MAYBE 3. Segmentation & Activations - BARELY
- 19. Fraud Prevention TODAY Touchpoint Touchpoint Touchpoint Touchpoint Touchpoint PAST PRESENT TIME
- 20. Fraud Prevention NO IDFA • IDFA is the main mechanism to associate marketing touchpoints with installs • Hard for Fraudsters to generate the right ones • The data accessible is limited: • IP • User-Agent • HTTP Referrer • There is no “Google Play Install Referrer” equivalent
- 21. Campaign Optimization TODAY • 99% of media sources receives conversion data to help it optimize: • Postbacks with IDFA on mobile apps • Conversion pixels on web • Offline syncs
- 22. Campaign Optimization NO IDFA • Media sources won’t know if the users they drove are successful • So... • What happens to every ad networks’ ability to understand ROAS on the campaigns? • Creative optimization? Publisher blacklisting? • What happens to all the brains behind UAC? • What happens to Facebook’s AEO/VO/MAI optimizations?
- 23. Retargeting TODAY Exchange/ Inventory Impression for 47b284e7... Impression for 76f26bb6... Impression for d1fdac41... Bidding... Publisher Publisher Publisher Retargeting Vendor Client IDFA Email Gadi 76f26bb6-59ed-4bf9-9a73-720694481029 gadi@singular.net Bob 47b284e7-df88-4b9e-8bbf-23a3049abb31 N/A David d1fdac41-f081-4c47-85e6-3f39274b707e N/A Alice 27075433-352c-4fe6-aa30-0e5a861038e3 N/A Users Table Mobile Marketer Please retarget: 76f26bb6-59ed-4bf9-9a73-720694481029 47b284e7-df88-4b9e-8bbf-23a3049abb31 d1fdac41-f081-4c47-85e6-3f39274b707e 27075433-352c-4fe6-aa30-0e5a861038e3 ... IDFA is the common identifier
- 24. Retargeting TODAY Exchange/ Inventory Impression for ?... Impression for ?... Impression for ?... Bidding... Publisher Publisher Publisher Retargeting Vendor Client IDFA Email Gadi 76f26bb6-59ed-4bf9-9a73-720694481029 gadi@singular.net Bob 47b284e7-df88-4b9e-8bbf-23a3049abb31 N/A David d1fdac41-f081-4c47-85e6-3f39274b707e N/A Alice 27075433-352c-4fe6-aa30-0e5a861038e3 N/A Users Table Mobile Marketer Please retarget: gadi@singular.net ... What will be the new identifier? Emails?
- 25. Mobile Attribution Privacy (MAP) A group of marketing experts to analyze the implications of the removal of IDFA Email me to join: start@joinmap.org
- 26. Thank you Learn more at singular.net