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iOS 14.5 and ATT Framework Impact & Recommendations
Lucie Laurendon Product marketing
Lead - Supply
Our speakers
Benoit Hucafol Head of Product -
Supply
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ATT framework and its impact
In early Spring, Apple is going to release
the App Tracking Transparency (ATT) Framework.
● This framework must be used if the publisher’s app collects data about end users and shares it with other companies for purposes of tracking across apps and websites.
● It will require publishers to ask the user for consent to collect and share data.
● Users will see a prompt to allow the sharing of their personal information with third parties when accessing the app for the first time.
Some figures about iOS14 traffic at Smart
92%
of traffic with no ATT status.
8% refused or restricted
37%
of Smart in-app revenue are generated on an iOS
device.
iOS14 represents 84% of iOS global revenue
Only few publishers have already implemented the ATT framework, so few benchmark regarding consent rates.
*Smart data - February 2021
What will change with the ATT framework
Apple prompt with an explanatory text that can be customized to
accept or refuse to be tracked.
A user can prevent access to personal information to all apps, once and for all, from a privacy setting.
What the impact will be
No access to the IDFA until the user gives consent to be tracked
● Opt-in process: by default, IDFA won’t be available until publishers have implemented the framework and obtain user consent.
● No framework = No IDFA, when users upgrade to the latest version of iOS.
In EEA ATT + CMP
For publishers operating in the EEA, this consent prompt does not prevent requesting a user’s consent following the Transparency & Consent
Framework. It’s an additional step to their CMP
ATT Prompt answer
CMP Prompt answer Access to IDFA*
Use case 1
Use case 2
Use case 3
Use case 4
Why IDFA is critical for app monetization
IDFA (Identifier for Advertisers) is a unique identifier generated by iOS
It is unique to a user’s device and shared across all apps and third party vendors
Sent to buyers
• Bid request
• Impression Tracking
• Click Tracking
• App install Tracking
Implementing the App Tracking & Transparency framework is critical to keep delivering high value advertising use cases
Some highly valuable use cases with IDFA
• Frequency capping
• Audience data targeting
• Attribution measurement across apps
Update your app
Publishers must update their app to integrate the framework and submit it to Apple.
Declare the data collected by your app
Apple now requires you to disclose the user data that your app is collecting and the purpose of this collection: the one collected by your app or by 3rd party providers such as SDK providers. (For example Smart SDK - documentation)
Consider how you will optimize the ATT prompt experience to maximize opt-in rates
Update your Smart SDK
Previous Smart SDK (display and in-stream video) versions will still work with Apple’s ATT framework. Though we strongly encourage you to update to our SDK 7.8 to benefit from our newest features (including access to reporting data on ATT performance: consent rate, etc.).
Four steps publishers must take to comply with the ATT framework
How to optimize your opt-in rate
Things you should know prior to implementing ATT framework
You will get only one chance to display the ATT prompt. The answer will be stored in the mobile settings. To update it, the user will have to go into the settings.
You can’t incentivize users to get their opt-in (for example, by blocking access to some features or content if the user does not opt-in).
If the user declines to consent on the ATT popup, you can’t use any other ID shared with a third a to track the user (hashed email, ID solution, etc.) or fingerprinting methods.
If you do not comply with Apple’s policy, your app might be rejected from the App Store.
Some tips to optimize your User IDFA Opt-In rate
● Use a soft prompt
● Allow yourself to get a “second chance”:
○ This soft prompt will be the opportunity to not display the ATT popup if the user is not ready to share his personal data.
○ For publishers who implemented a CMP and who do not want to implement a soft prompt, we recommend displaying the ATT prompt after the CMP only if user gave a positive consent (this will allow you to ask for a re-consent on the CMP and only display the ATT prompt after a positive consent).
○ Think about a “conversion path” for users who declined to consent to inform them why they should enable the tracking and how to update their settings.
● Choose the right moment:
○ Understand your user journey to display the ATT prompt at the right time. For a better opt-in rate, we would recommend displaying it after engaging your user, once he has perceived the value from your app (after X pages viewed or app visits, before accessing a valuable content).
● Find the right message
○ Explain to your users the value exchange and test several messages. Avoid words like “tracking” and speak more about “personalization.”
My app My app
An example of user journey you can test
1st time visit After X page views Do not submit the ATT prompt Display a soft prompt
After the soft prompt Display ATT prompt
My app
Do you want to receive ads personalized to you?
My app My app
On another visit Display the soft prompt again
My app
Allowing tracking is vital for your media.
Do you want to support your media Yes No
Example of Facebook’s soft prompt
Some tips for your soft prompt
● Use short messages
● Explain the reason why it’s important to accept and the benefits for the user
● A/B test different versions to define the one that leads to the highest opt-in rates
● Make it fit with your app’s look & feel
● Try other formats: images, icons, video, 5 reasons why you should accept tracking, etc.
● Think that this soft prompt will be the background of the ATT prompt. Choose colors that appeal to your users. Adding friendly colors could improve your opt-in rates.
What are the alternatives to monetize your app inventory
without IDFA?
Viewability prediction
Smart proprietary viewability measurement based on OMSDK Standard
Real-time prediction and decisioning
Semantic contextual targeting
Natural Language Processing algorithms +200 categories available Available in 7 languages
Smart Data Marketplace
Natively integrated within
our SDK
Video Completion prediction
Smart proprietary technologies
Leverage Smart’s targeting capabilities without ID and enrich the offer to your buyers to maintain their campaign performance
Available early Q2
Already available
Use Smart’s Semantic Contextual
Send the URL of your article in the adcall to Smart
Semantic classification in real-time within the SDK
● Pass the URL of the article matching the content of your app in the adcall to Smart
● Target directly the contextual segment in your campaign or deal
● Smart is evaluating the possibility to run semantic categorization algorithm directly within the app through our SDK
● Some technical consideration like CPU usage, battery consumption, impact on ad loading time are currently under assessment to evaluate the possibility to provide such option
Available early Q2 Under tech assessment
Use a First party ID
Some considerations or restrictions to the use of first party ID:
•
The first party ID cannot be used for tracking purposes by a third party (for example choose a CRM ID rather than a hashed email)•
No possibility to measure conversion/attribution cross-app•
Should be associated with a direct salesapproach (direct campaigns, deals and PG) → buyers would mostly need an IDFA to buy in open auction
Available early Q2
●
Even if Apple has not officially documented it, the use of first party ID may be allowed outside of the ATT framework●
Smart will enable you soon (early Q2) to send a first party ID in addition to the IDFA (it can already be used in replacement of IDFA)●
Smart uses a temporary ID (generated for 24h and unique to an application) to enablefrequency capping → Activated by default but can be blocked
And one step further…
What are IDFV and SKAnetwork?
IDFV is a unique Identifier to the apps of the same
Vendor/Publisher and cannot be used for cross app targeting &
measurement
● Apple specifically requests to not use IDFV in combination with other data to track a user across apps, but it’s still unclear if it can be used as a personal identifier without IDFA.
● Smart will enable publishers to pass the IDFV as parameter to the ad call in early Q2 to deliver at least adserving use cases (e.g. frequency capping).
● If available, IDFV will then be passed in the bid request to buyers.
● IDFV won’t cover all advertising use cases, especially cross-app attribution measurement.
SKAdnetwork is a framework proposed by Apple to enable cross-app conversion tracking
● SKAdnetwork is mostly meant for app install conversion measurement.
● It is primarily interesting for apps delivering app install campaigns and advertisers who want to measure their app install conversion (for example gaming publishers/advertisers).
● Smart is currently evaluating the implementation of the framework and is closely following the adoption of the framework and remains open to requests coming from publishers and buyers who want to use the framework.
