iOS 14.5 is Apple's new version of iOS, and it's officially here. This update contains several privacy-related updates which will have a significant impact on in-app advertising and attribution.
With the latest IOS 14 update, app publishers need to request user consent in order to get access to the user’s tracking data, e.g. IDFA, which is used for ad targeting. In other words, advertisers can no longer serve personalized ads to users who have opted-out.
Personalized ads on average yield about double the CPM of non-personalized ads.
As advertisers will be more restricted on IOS, we expect spending on Android to increase. Additionally, we expect the CPM of opt-in IOS users to be higher than the CPM we are currently seeing for IOS users pre-IOS 14.
As the IOS 14 update is still in its early stages, reliable data to benchmark or estimates the opt-in rates are not yet available. However, based on our conversation with the IAB and our network partners, we are expecting the opt-in rate to be low.
Note that the opt-in rate will vary depending on the type of apps and the approaches that the app publisher takes.
1) Update to the latest version of the Google Mobile Ads SDK for IOS (LINK)
2) Enable SKAdNetwork to track conversions and configure the Info.plist with the SKAdNetwork IDs of all the ad networks that are bidding on your site.
Instruction and list of SKAdNetwork IDs can be found below:
Google
How to enable SKAdNetwork and Google’s SKAdNetwork ID
Inmobi
https://www.inmobi.com/skadnetworkids.json
https://www.inmobi.com/skadnetworkids.xml
Pubmatic OpenWrap SDK
https://pubmatic.com/skadnetworkids.json
https://pubmatic.com/skadnetworkids.xml
-The app tracking transparency (ATT) prompt will only appear once during the entire lifecycle of the app for a user.
We would recommend that the permission dialogue is shown later in the lifecycle of an app, rather than at the first launch, to improve the opt-in rate.
-Test different messages within the notification on Apple’s ATT prompt and keep track of how different messages impact opt-in rates. Ensure that the message on the consent pop-up is clear.
-Implement additional communication mechanisms to warn/educate your users about the consent prompt. An example would be a pop-up that appears with messaging explaining why it is important for your user to opt-in, which would disappear or change to a different message pending on whether your user opts-in or not.
Make sure these additional mechanisms are not intrusive or annoying to your user otherwise it could have an adverse impact on the opt-in rate.
We encourage you to read through the following articles:
https://www.adjust.com/blog/getting-the-opt-in/
https://www.adjust.com/blog/opt-in-design-for-apple-app-tracking-transparency-att-ios14/