*Please note that this is a living post that will be updated over the coming weeks
With the launch of iOS 14, Limit Ad Tracking will become the default setting. “Privacy by design” will also become the new standard on iOS. App publishers, brands, MMPs, and networks will have to work together to devise a new approach to targeting and measurement.
Here’s the good news: Putting privacy first will have a lasting, positive impact. The work we do today will lay the foundation for more equitable relationships between corporations and the consumers they serve. At Tapjoy, we feel this aligns with our core mission of empowering users and providing the best possible UX.
That said, this is a big shift — one that’s likely to cause a ripple effect across the mobile industry. We’re all taking different steps to adapt, so every network will experience a different level of impact. That’s why we’re taking a proactive approach: We’re already a confirmed SKAdNetwork partner, and we’re scaling our existing LAT targeting capabilities. While an adjustment period is inevitable, we’re confident that both advertisers and publishers will continue to drive growth and revenue through our network.
Below, you can find detailed information on our roadmap for iOS 14, including what you can do to prepare for this new reality.
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How does Apple’s revised roll-out plan of these privacy changes impact Tapjoy’s approach to iOS 14?
Can I run a test campaign on Tapjoy to test SKAdNetwork functionality?
Tapjoy’s v12.7.0 iOS SDK is now available for publishers to implement. To download the SDK, see mediator adoption status, and review full release notes, please visit our iOS 14 documentation page.
Yes, we do. Tapjoy is already enrolled in SKAdNetwork as a network partner, with full support included in our iOS 14 SDK release.
On the Tapjoy Offerwall, we expect minimal impact to eCPMs and ad revenue, as almost all iOS demand is CPA-based. Cost Per Action ads do not use IDFA for targeting or measurement.
The impact on video eCPMs is more difficult to predict. At the present moment, there are still many unknowns around IDFA availability on iOS 14, and each advertiser’s approach to bidding will differ. That said, we already place heavy emphasis on contextual parameters for bidding and have an established strategy for targeting LAT devices.
We expect to see an increase in LAT traffic after the iOS 14 launch. The limited amount of IDFA data will affect the availability of targeting features like suppression and device ID audience targeting. In such cases, we will be restricted based on the opt-in rates for IDFA permission and scale will be limited. However, we will still be able to use contextual signals, such as device type and location, in addition to our first-party platform data.
We will continue to support our existing third-party measurement partners. However, we will pass clicks to SKAdNetwork in cases where probabilistic attribution is not enabled, or when the device does not grant IDFA permission in the advertiser app.
In the short term, it’s likely that industry practices will continue to evolve. We will stay nimble and adjust our attribution policies to align with the interests of our partners.
We do not use any internal probabilistic attribution for the purpose of user targeting. Although the future of probabilistic attribution support via MMPs is unclear, we will allow advertisers the option of using probabilistic attribution where IDFA is not available. The diagram below explains the click path in greater detail.
As always, we will rely on our MMP’s attributed data where possible. If you’d like to learn more about how MMPs work with SKAdNetwork, we recommend reviewing this blog post from Singular. You can also review our MMPs in more detail in this guide.
Your SKAdNetwork Campaign ID must be an integer between 1 and 100 (*inclusive). That means that an advertiser can only run up to 100 campaigns with a given network at any time. This restriction means that Apple will essentially limit the granularity of targeting to 100 parameters. For example:
We want to help our advertiser partners achieve the maximum level of granularity within these guidelines, so we encourage you to work closely with your Tapjoy account manager to optimize deployment.
Industry conversation is continuously evolving on the topic of iOS 14 and IDFA. We will continue to update our partners as additional information comes to light, particularly regarding MMPs and attribution policies. In the meantime, if you have questions about how to prepare your campaigns to meet these new standards, contact your Tapjoy representative.
Like many stakeholders in the industry, we support Apple’s decision to delay the rollout of the privacy updates associated with iOS 14 until early 2021.
However, we believe a three-month testing window is a minimum required to ensure that as an industry we are prepared for these changes. With this in mind, the urgency in which we are approaching SKAdNetwork testing and the roll-out of our iOS 14 compliant SDK is unchanged.
We are currently working with a limited number of partners to ensure their campaigns transition across to SKAdNetwork seamlessly. If you are interested in being a part of this testing process, please reach out to your Tapjoy account manager.