Apple has always been a leader in digital-age technology, often making controversial design decisions and introducing features to which the rest of the world adapts. The iPhone’s touch-screen keyboard, for example, met a skeptical reception at first, but users grew accustomed to it, and now it’s a staple feature for most mobile devices.
So when Apple introduces a new user-friendly feature that takes value away from advertisers, the latter have to wonder: Is this really the best path forward? Is this going to benefit everyone in the long run, or is it a misguided attempt to improve user experience at the cost of advertising potential?
That’s exactly the scenario with Apple’s latest software update, iOS10, which has introduced a new limitation for ad tracking that has advertisers scrambling everywhere.
Limit Ad Tracking in a Nutshell
To get started, you first have to understand what limit ad tracking (LAT) is. Here’s a brief description. Ever since iOS 6, which came out in 2012, users have had the ability to opt out of interest-based advertising.
By accessing the settings in their device, whether it’s an iPad, an iPhone, or anything else that runs the software, users could flip a switch and immediately turn off any ads that are presented to him or her based on criteria such as search history, previous behavior, or previous purchases. Users who enabled this feature would still see the same number of ads, but the content would be more randomized (and therefore, less relevant).
LAT was a slight blow to advertisers, who could no longer reach certain relevant audiences with richer, more detailed user information, although some information was still available to them. Vendors and advertisers could still gain access to device IDs, for a number of different functions:
These were extremely helpful features, but the latest update has put them all in jeopardy.
The Latest Update
As a result of the latest update, iOS10, any user who activates the LAT feature will now have their device ID replaced by hashed identifiers—a string of zeroes—that blocks them completely from being tracked by advertisers or vendors. This is problematic, because any user who has already opted out of interest-based advertising will now become essentially invisible to tracking via the device ID, and that renders all the above benefits inaccessible.
Just How Far Does the Problem Go?
Before you grow concerned that your advertising campaign isn’t going to be effective anymore, let’s take a step back and look rationally at the problem. How deep does it really go? What effects is it really going to have?
Alternatives and Workarounds
What alternatives or workarounds are available currently? How can vendors and advertisers start to compensate for this latest change?
If you’re interested in getting more out of your advertising campaign, or simply learning more about the alternative options available to you now that iOS10 is out, contact us at Verta Media. We’ll help you find the advertising solutions you need to remain effective in the digital age.
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VertaMedia today announced it ranked 180 on Deloitte’s Technology Fast 500™, a ranking of the 500 fastest growing technology, media, telecommunications, life sciences and energy tech companies in North America. VertaMedia grew 479 percent during this period.
VertaMedia, an award-winning online video supply-side platform (SSP), has recently announced details of its partnership with Infomir, a company with years of experience in manufacturing devices for interactive television services to ensure video advertisers gain access to the top-notch providers of over-the-top (OTT) and internet protocol television (IPTV) connected devices and services.
, a world-class video supply-side platform (SSP), announced recently that it has been honored as among the top 5000 fastest growing private companies in the country by Inc.com, the arm of Inc. magazine. The list is the most comprehensive look at the most important segment of the economy – America’s independent-minded entrepreneurs.
VertaMedia, the world-class video supply-side platform (SSP) has earned the prestigious Gold status in the Golden Bridge Awards® for their robust video SSP in the “Innovations - Advertising, Marketing and Public Relations” category and two Bronze statuses as the “Fastest Growing Company of the Year” and the “Innovative Company of the year”.
, an award-winning, video supply-side platform (SSP) announces a strategic partnership with , the premier provider for ad security and ad quality management solutions to ensure that publishers receive best-in-class, live video ad security and verification.
, a world-class video supply-side platform (SSP), has won two Bronze Stevie® Awards in the 14th Annual American Business Awards. was named the Fastest Growing Tech Company of the Year and thanks to , the company innovative predictive algorithm, was named the Most Innovative Tech Company of the Year.
VertaMedia today announced that it has partnered with Moat to measure attention and viewability across digital advertising programs, and to make campaigns even more effective across theVertaMedia Video SSP. Used by the world’s top publishers and advertisers, Moat has emerged as the industry standard for attention analytics measurement. By integrating Moat’s technology, VertaMedia is able to provide advertisers with assurances on whether their video campaigns are viewable for their audience, bringing into focus the attention metrics that will bring advertisers the highest ROI.
Online video advertising is growing at a swift pace and an increasing number of web publishers are starting to dip their feet into monetization as an additional revenue stream. However, if you own small and medium sized properties this comes with both pros and cons. Reaching out the right demand partners becomes a tough or close to impossible goal. Learn more about our Videe.TV video monetization soultion.
VertaMedia today announced it has gained membership to Integral Ad Science’s Certified Viewability Partner Program. Integral is the leader in quantifying digital media quality, and VertaMedia’s program membership signifies to advertisers that they are prepared to transact based on discrepancy-free viewability measurement, alleviating operational challenges.