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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With the rise of machine managed ad buying brand safety has become the talk of the town, making the recent announcement from the IAB Tech Lab introducing the ads.txt initiative appearing in the very nick of time.
VertaMedia, the leading video monetization platform, has partnered with ad fraud-detection and verification company Fraudlogix, which specializes in developing supply-side solutions, to monitor its impressions for ad fraud, brand safety, domain masking and viewability.
VertaMedia earned a Silver Stevie in the Most Innovative Tech Company of the Year – Up To 2,500 Employees category, and was also awarded three Bronze Stevies in the following categories:
VertaMedia, an award-winning video monetization platform for publishers, has earned the Trustworthy Accountability Group (TAG) Certified Against Fraud Seal in recognition of its ongoing commitment to combat fraudulent non-human traffic in the digital advertising supply chain.
VertaMedia, an award-winning video monetisation platform for publishers, has announced its membership of the Trustworthy Accountability Group (TAG) Leadership Council, demonstrating its commitment to fighting ad fraud and fostering industry-wide transparency.
VertaMedia has announced it is expanding into the UK, with the opening of a new London office and the appointment of a UK Country Manager.
VertaMedia, an award-winning video monetization platform for publishers, has announced the launch of its innovative new header bidding ad server, leading an industry-wide shift towards server-side header bidding.
VertaMedia™Intelli is a predictive algorithm that analyzes real-time data from managed and programmatic demand in conjunction with historical data available within VertaMedia’s platform. It enables the creation of waterfalls in real-time, providing publishers with maximized revenue opportunities by mapping the best ad opportunity to the best placement. The decision is made automatically based on the best combination of CPM rates, Fill Rates, and Average Response Time.
Powered by the GeoEdge high-quality video ad verification solution, we are now able to offer additional advantages to our supply-side partners. As a part of our core competencies, VertaMedia, in cooperation with GeoEdge, cares about full-scale malware protection, while our SSP customers can drive maximum value out of their web inventory