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What Else Dies? By John KoetsierДЄpple isnвЂ™t just completely leaving advertisers up the creek without a paddle, however. so thereвЂ™s a potential barrier to using their mobile user acquisition services for mobile apps at the current level of sophistication coming in the not-to-distant future.

#POSTIDFA ALLIANCE ANDROID APPLE IOS IOSTAKAHASHIVENTUREBEAT SOFTWARE#

Like Facebook, Google has its own SDK in many mobile apps - 69% of the top 200 grossing iOS apps, and over 115,000 iOS apps in total - so it may be able to get data that way.ДЄnd, just because Facebook or Google have their SDKs in a lot of apps doesnвЂ™t mean their software is in every app.

To know that its ads are working, Google needs post-install data from users you acquire via Google Ads: data which will be harder to get now, if not impossible. Similarly, Google Ads can be set to find new users for your mobile app based on вЂњtROAS,вЂќ or target return on ad spend. How Apple would react to that is anybodyвЂ™s guess, but given that Apple has rejected FacebookвЂ™s social gaming app at least five times already, it probably wonвЂ™t be good.

The Facebook SDK is currently in over 80,000 iOS apps, according to MightySignal, including just over half of the top 200 biggest iOS apps on the planet.

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ItвЂ™s going to be a lot harder for Facebook to run these types of campaigns if Apple refuses to let Facebook know what people do in an app after they install it.ДЇacebook might be able to do it if the Facebook mobile software development kit is installed in an appвЂ™s code, for instance. AEO looks for new-to-you people who are similar to customers you already have in your apps at defined stages, while VO looks for people who will spend a certain amount of money in your mobile app. Two of the ways that Facebook enables smart mobile user acquisition for mobile brands are App Event Optimization (AEO) and Value Optimization (VO). Now theyвЂ™re facing some risk to that privileged position.

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Google and Facebook are perennially at the top of charts for highest return on ad spend for a reason: they typically have more data on more people to make smarter decisions about ad targeting, plus more opportunities to show those ads in high-value contexts. Perhaps most critically, this impacts spend on the two biggest platforms for mobile user acquisition: Google and Facebook.

And while Android accounts for more than twice as many app installs as iOS - 22.5 billion in Q1 2020 versus 9 billion, according to App Annie - the numbers are almost reversed when it comes to spend per platform. Apple gets to burnish its privacy credentials while not taking huge amounts of flack from brands and advertisers because, after all, who can argue with giving people more rights with their personal data?ДЄnd make no mistake: this is a great move for user privacy.Д«ut itвЂ™s also a huge problem for a massive industry.ДЄppsFlyer estimates mobile app install spend at close to $80 billion in 2020, and that estimate was made before COVID-19 threw mobile into high gear for the gaming industry - one of the biggest spenders in the mobile user acquisition space - so it could be low. Marketers canвЂ™t really get upset about losing the IDFA capability, because technically itвЂ™s still around. Would you say вЂњyesвЂќ to allowing an app or brand permission to вЂњtrack you across apps and websites owned by other companies?вЂќ The new user permission dialog in iOS 14 from Apple that allows or denies advertiser access to the.

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