If you’ve been following the news, you’re probably aware of the reversal of IDFA specification by Apple and how it might affect the mobile application market. With the new specifications, developers are having to create a new kind of app that can be distributed to users and work with both iOS and Android. And this means that you’ll need to be more careful about how you choose to distribute your apps. Fortunately, there are some things you can do to help ensure your app’s compatibility with both platforms.
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Impact of Apple’s change to IDFA specifications on the mobile application market
Apple’s announcement of changes to the Identifier for Advertisers (IDFA) specifications is a significant change in the mobile application market. IDFA is a device identifier used by many apps to target specific users. For advertisers, this data is important because it gives them a sense of how often a user engages with their ads.
The newest version of iOS, released April 26, will require that users give explicit permission to IDFA. It will also require that app publishers ask for permission to access device identifiers. This means that app developers will have to redesign their monetization strategies.
Apps that rely on ads to generate income will be adversely affected. Ad monetization boosts user retention and in-app purchases. If a user opts out of IDFA, retargeting will be challenging.
Similarly, apps that collect location information will lose revenue. Without the ability to identify users based on their location, these companies will need to revamp their advertising strategies. Ultimately, they will have to shift their mindsets.
Apple’s new privacy regulations will affect more than $200 billion in the online ad market. While the exact impact is unknown, experts predict that advertisers will reduce their ad spend in the months to come. Fortunately, there are ways for advertisers to work around the IDFA changes.
GDPR subject to targeted ads
The GDPR is a major change in the way people are treated when they share their data online. The regulation was crafted to protect the privacy of European Union citizens, and to give them more control over how their personal information is used.
The regulation is a big deal, and it has the potential to disrupt the digital advertising ecosystem. However, it is also an opportunity to improve business practices.
The regulation covers many aspects of the internet, including online advertising, security, direct marketing, and website personalization. As a result, marketers, publishers, and ad tech companies are scrambling to find the best ways to ensure that their data is protected. Fortunately, there are plenty of tools out there to help.
Several ad tech companies, such as AppNexus, have launched products to help businesses comply with the new rules. And Google has already released nonpersonalized ad services, which are good enough for some marketers.
For companies that are in the market for ad tech, the new rules are an opportunity to test out new technologies and see which ones work best for them. Companies should develop campaigns that target EU citizens and avoid targeting non-GDRP countries in the same campaign.