What you need to know
- Changes to advertising tracking are on the way in iOS 14.
- A new report says ad impressions that use IDFA could fall by as much as 50%.
- It claims that advertisers will see a slow but steady recovery over four to six months.
A new report into upcoming iOS 14 changes says advertisers may need up to six months to recover lost revenue.
Digiday says that based on assumptions that marketers will still need to acquire customers to grow, and that the pandemic has strengthened the perception of gaming as a mainstream advertising brand, we can expect the following:
One SVP of growth at a mobile game publisher, Tilting Point's Jane-Sebastien Laverge told the publication "Once the ATT update arrives, there will be a drop in media efficiency for performance marketers who have fewer Identifier for Advertisers (IDFA) they're able to use. Then it's going to slowly grow again as those marketers learn to walk in this new environment."
The report says the impact of changes, which mean every app on your iPhone will have to ask your permission to track you across services, will be "sharp":
That means they won't be valued as much, getting cheaper as a result. The report notes how most marketers are planning to shift ad spending away from iOS as the changes take hold, before reinvesting once "they've figured out how to refine those impressions with contextual data and other non-identifier related signals." The report overall, however, does point to recovery within the industry:
You can read the full report here.
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Stephen Warwick has written about Apple for five years at iMore and previously elsewhere. He covers all of iMore's latest breaking news regarding all of Apple's products and services, both hardware and software. Stephen has interviewed industry experts in a range of fields including finance, litigation, security, and more. He also specializes in curating and reviewing audio hardware and has experience beyond journalism in sound engineering, production, and design.
Before becoming a writer Stephen studied Ancient History at University and also worked at Apple for more than two years. Stephen is also a host on the iMore show, a weekly podcast recorded live that discusses the latest in breaking Apple news, as well as featuring fun trivia about all things Apple. Follow him on Twitter @stephenwarwick9