Keeping cookies won’t derail the ID-less future
This week’s big cookie news might be a bombshell for some, but it doesn’t actually change much. Yes, Google isn’t eliminating third-party cookies in its Chrome browser. But cookies’ usefulness for advertising is undeniably fading away as consumer preference for privacy is on the rise. Ad tech’s path forward is clear: keep prioritizing technologies that don’t rely on identifiers or cookies — and continue expanding capabilities across non-web channels.
Back to Basics: DMPs vs. CDPs vs. Data Clean Rooms
As privacy regulations and consumer expectations evolve, some data signals are fading away. This means advertisers need to use their first-party data more efficiently to target audiences effectively. Three technologies that help transform raw data into actionable campaign fuel are data management platforms (DMPs), customer data platforms (CDPs), and data clean rooms (DCRs).
In conversation with: Modern approaches to in-app measurement with Maor Sadra, CEO of INCRMNTAL
Beyond the basics: evaluating ID attribution, SKAdNetwork (SKAN), media mix modeling (MMM), and Incrementality in modern ad tech
What Apple’s SKAN 5.0 means for marketers
Apple began enforcing privacy manifests in May 2024, and SKAN 5.0 is likely around the corner. What does this mean for iOS app marketers?
Verve capitalizes on the PET trend with on-device cohort-based targeting
In the news: App developers and their ad tech partners have been attempting to mitigate the impact of ATT on iOS addressability and measurement. Verve was early out of the gate with its release of an alternative targeting solution, now called ATOM 3.0 (or Anonymized Targeting on Mobile). ATOM 3.0 uses on-device and contextual signals to aggregate audience cohorts without relying on user-level identifiers, such as the IDFA.
No ID, no problem: 5 ways advertisers can own targeting outcomes on mobile
Will mobile targeting without cookies ever work as well as the good old days? Marketers are facing formidable challenges when advertising to mobile users. On iOS, they’re contending with Apple’s App Tracking Transparency (ATT) — this prevents tracking, drastically limiting ad attribution when consumers opt out of mobile identifiers (IDFA). Then they face third-party cookie deprecation on Chrome and Safari.
5 strategies to enhance user ad experience: A guide for gaming publishers
Reality check: gamers prefer minimal interruptions from ads while playing. There’s good news for gaming publishers: advancements in ad tech can address monetization challenges and enhance the overall user experience for players — all while running ads. Understanding user demographics, preferences, and behavior means that we can better tailor ad strategies to enhance engagement while ensuring ads remain effective. Let’s review key strategies to improve the ad experience for users while maintaining performance for publishers. Know your user: understanding demographics and preferences To craft effective ad experiences, it’s crucial to know your audience and understand what influences their behavior. Factors such as age, gender, location, and economic climate play significant roles in shaping user attitudes towards ads. The latest data from eMarketer shows that the age and gender composition of gamers is shifting significantly. More diverse age of users as well as parsed residence is pushing developers to be more sophisticated in the choice of ad creatives, ad placement, and ad frequency to match their preferences. 74% of non-paying users from younger generations and Tier 2/Tier 3 countries mainly enjoy ads with reasonable frequency capping — and even tend to make more purchases from the brands advertised. However, engagement and retention of older generations in the same scenario could decrease dramatically; this demographic group tends not to tolerate too many ads. Another notable demographic shift is geography, with Tier 2 and Tier 3 countries emerging as significant players. Mobile gamers are booming across MENA (Turkey, Saudi Arabia), APAC (India, Thailand, China), and EMEA (Nigeria, South Africa), with 92% of them gaming every day. Tailor your ad formats and placements Different game types demand tailored ad approaches. Hyper-casual and casual mobile games thrive on a mix of ad formats, including banners, interstitials, and rewarded videos. Mid-core and hard-core PC/console and mobile games tend to focus more on less intrusive ad options like rewarded or in-game ads that appear less frequently. Gaming publishers can consider testing banners, but they should be less represented than other formats. Issues with clickability of in-game ads can be balanced there by ad revenues coming from rewarded and banner ads. According to an IAS report, today more than 60% of users are open to non-disruptive ads that are related to the content of the game. Enhance engagement across channels: the omnichannel approach Big opportunities lay ahead for ad monetization activities, including: Preferred deals can bring higher eCPMs and better fill as well as secure ad quality. As games begin to reach bigger screen sizes such as smart TVs, preferred deals could have a significant impact on facilitating this transition. With users engaging across multiple devices, adopting an omnichannel approach can significantly boost engagement and ad performance. 72% of console or PC gamers play on more than one platform. Diversifying ad formats based on device usage can further enhance user engagement. Use what you have: first-party data for behavioral and contextual targeting Publishers can deliver more relevant ads to their audiences by using first-party data for behavioral and contextual targeting. For addressing the ID-less and cookieless world, leveraging first-party data is one of the essential strategies for marketers and publishers alike. In-gaming publishers can use behavioral information — such as in-app actions, time of day, purchase history — to tailor ad experiences within the app. According to eMarketer, 61% of gamers in the US mentioned that they prefer to see ads that are related to the content of the game the are playing. Advanced targeting options such as geo-fencing and contextual ad technology can also enhance ad relevance and effectiveness. Apple’s ATT and the end of device fingerprinting challenge user identification and advertising/monetization in general. Users have become more sensitive and demanding when it comes to ad content. For the foreseeable future, exploring contextual solutions and UIs, as well as education about more effective use of first-party data, will likely be inevitable. Embrace flexibility and testing Maintaining open communication and transparency among publishers, ad networks, and demand partners is essential for optimizing ad strategies. From the SSP perspective, we’re really honing in on empowering our publishers and demand partners with greater control, all the while prioritizing user experience. Here’s the breakdown: developers and publishers get to manage the general settings, while demand partners and advertisers focus on bidding for inventory that aligns best with their campaign objectives. And you know what? It never hurts to explore new ad units, integrations, and buying models for publishers and developers. We’re all about sharing insights and best practices, paving the way for improved revenues without sacrificing user retention and engagement. Embracing a culture of testing allows for continuous refinement of ad formats, placements, and buying models to adapt to evolving user behaviors. 85% of gamers confirm that the most user-engaging formats remain interstitial and rewarded video. Putting it all together If you’re a gaming publisher, you’re probably already using one of the strategies (at least) we’ve just discussed. But more is more, and it’s worth exploring how to implement all five of these strategies holistically. With all five working together, publishers can create ad experiences that are not only engaging but also respectful of user preferences. It’s a win-win that ultimately leads to improved performance and user satisfaction.
How advertisers can drive mobile performance after iOS Privacy Manifest enforcement
It’s official: Apple will begin to enforce privacy manifests on May 1, 2024. Apple’s new policy will shake up mobile app marketing in particular, because privacy manifests serve Apple’s end goal of restricting probabilistic attribution and ending fingerprinting.
Addressability in CTV: In conversation with Davide Rosamilia, ID5’s Director of Product Management
The CTV space has historically positioned itself as primarily branding-focused. As the industry matures, this approach is no longer sufficient. A significant shift is taking place, especially in how users engage in transactions through CTV. Open Measurement (OM), extended to support television for viewability purposes, is a crucial aspect of this evolution.
