Apple iOS 14: Yakavanzika Dhata uye iyo IDFA Amagedhoni

IDFA Amagedhoni

KuWWDC gore rino, Apple yakazivisa kuderera kweIOS Users 'Identifier yeVashambadziri (IDFA) pamwe nekuburitswa kweIOS 14. Pasina kupokana, uku ndiko kushanduka kukuru mukushambadzira kweapp mobile app ecosystem mumakore gumi apfuura. Kune yekushambadzira indasitiri, kubviswa kweIDFA kuchasimudzira uye nekugona kuvhara makambani, uku ichigadzira mukana unoshamisa kune vamwe.

Tichifunga nezvehukuru hweiyi shanduko, ndakafunga kuti zvaizobatsira kugadzira kutenderera uye kugovana kufunga kwevamwe vepfungwa dzeindasitiri yedu yakajeka.

Chii Chiri Kuchinja neIOS 14?

Kuenderera mberi neIOS 14, vashandisi vachabvunzwa kana vachida kuteedzerwa neapp. Ndiro shanduko huru inokanganisa nzvimbo dzese dzekushambadzira kweapp. Nekutendera vashandisi kuramba kuteedzera, zvinodzora huwandu hwedata rinounganidzwa, kuchengetedza kuvanzika kwevashandisi.

Apple yakatiwo zvichatoda vanogadzira maappuro kuti vazvirondedzere mhando dzemvumo dzinokumbirwa nemaapp Izvi zvichavandudza kujekesa. Kubvumira mushandisi kuziva kuti ndeipi mhando yedhata yavanogona kupa pamusoro kuti vashandise iyo app. Izvo zvakare ichatsanangura kuti iyo yakaunganidzwa data ingateedzwe sei kunze kweapp.

Hezvino Izvo Zvimwe Zvimwe Vatungamiriri Vemaindasitiri Zvavaifanira Kutaura Nezve Izvo Zvinoitika

Tichiri kuyedza kunzwisisa kuti shanduko idzi [dzeIOS 14 dzekuvanzika] dzichaita sei uye kuti dzichatikanganisa sei isu nevevamwe maindasitiri, asi zvirinani, zvichaita kuti zviomere vashanduri veapp nevamwe kukura uchishandisa shambadziro paFacebook nekune kumwewo ... Maonero edu ndeyekuti Facebook uye zvakanangwa kushambadzira inzira yehupenyu kumabhizimusi madiki, kunyanya panguva yeCOVID, uye isu tinonetsekana kuti mapuratifomu echisimba epuratifomu achacheka panguva iyoyo panguva iyo zvazviri Zvakakosha kudiki kukura kwebhizinesi uye kupora.

David Wehner, CFO Facebook

Hatifunge kuti kutora minwe kuchapasa bvunzo yeApple. Nenzira, kungojekesa, pese pandinenge ndichitaura chimwe chinhu nezve nzira isingafungidzike, hazvireve kuti handifarire nzira iyoyo. Ndinoshuva dai zvaizoshanda, asi handifungi kuti zvaizopasa bvunzo yeApple… Apple yakati, 'Kana iwe ukaita chero nzira yekutevera uye kudhinda kweminwe chikamu chayo, unofanirwa kushandisa yedu pop…

Gadi Eliashiv, CEO, Mumwe

Mapato mazhinji munzvimbo yekushambadzira ecosystem inoda kutsvaga nzira nyowani dzekupa kukosha. Ive iko kupihwa, kudzosera kumashure, kushambadzira kwepurogiramu, ROAS based automation - izvi zvese zvichave zvisinganzwisisike zvisinganzwisisike uye unogona kutoona kuedza kwevamwe veava vapi kuwana matsva masirogani uye kuyedza kufarira kudivi remushambadziri kwenzira nyowani dzinotyisa dze kuita bhizinesi sekunge pasina chaitika.

Ini pachangu, ini ndinotarisira kuti munguva pfupi tichaona kudonha kwemusoro-mutsara mari yemihombekombe-yakasarudzika mitambo, asi ini handione kufa kwavo. Ivo vanozokwanisa kutenga kunyangwe isingadhuri uye sezvo yavo yekutarisa iri yekutenga vasina tarisheni, ivo vanozogadzirisa mabhaidhi avo maringe nemari yavo inotarisirwa. Sezvo CPMs inodonha, uyu mutambo wevhoriyamu unogona kukwanisa kushanda, kunyangwe pamadiki epamusoro-mutsara mari. Kana mari yacho ikave yakakura zvakakwana kuti ionekwe. Nezvepakati, yepakati-yepakati, uye yemagariro kasino mitambo, tinogona kuona nguva dzakaomarara: Hapanazve kudzokororazve kwemawondo, hakuchina ROAS yakavakirwa midhiya-kutenga. Asi ngatizvitarisei: nzira yatanga tichitenga midhiya yaigara ichitarisirwa. Nehurombo, ikozvino njodzi ichawedzera zvakanyanya uye tichava nemasaini mashoma ekuita nekukurumidza. Vamwe vanozotora njodzi iyi, vamwe vachangwarira. Inonzwika kunge rotari?

Oliver Kern, Chief Commerce Officer kuNottingham-based Lockwood Publishing

Tichatora chete gumi muzana revanhu kuti vape mvumo, asi kana tikawana chaicho 10%, pamwe hatidi zvimwe. Ndiri kureva, nezuva rechinomwe iwe wakarasikirwa ne10-7% yevashandisi chero zvodii. Izvo zvaunofanira kudzidza ndezvekuti iyo 80% iri kuuya kubva… kana iwe uchigona kuwana mvumo kubva kune vese vanhu vanobhadhara, saka iwe unozokwanisa mepu kwavanobva uye nekukwiridzira wakanangana nekuiswa ikoko.

Vaparidzi vanogona kuenda mushure meiyo hyper-yakasarudzika mitambo kana kuvaka hub hub. Iyo zano ndeyekutora zvakanyanya kushandura maapplication (kutendeuka kuisa), kutyaira vashandisi ipapo zvakachipa, uyezve wotumira avo vashandisi kune zvirinani mari yekuita zvigadzirwa. Izvo zvinogoneka ndezvekuti iwe unogona kushandisa IDFV kunangisa avo vashandisi… Iyo yakanaka zano rakanaka kudzokorora vashandisi. Iwe unogona kushandisa iri-mumba DSP kuti uite izvozvo, kunyanya kana iwe uine akawanda maapplication muchikamu chimwe chete, senge kasino maapplication. Muchokwadi, haifanirwe kunge iri yekutamba app: chero chirongwa kana chishandiso chinoshanda chingashanda sekureba uine IDFV inoshanda.

Nebo Radovic, Kukura Kutungamira, N3TWORK

Apple yakaunza iyo AppTrackingTransparency (ATT) fomati iyo inokwanisa kuwana IDFA nemvumo inodiwa yemushandisi. Apple yakatsanangurawo kuregererwa kweichi chimiro chinogona kupa kugona kwekupiwa sezvazviri nhasi. Tinotenda kuti kutarisa pane ino sisitimu uye kugadzira maturusi mukati memirau iyi ndiyo nzira yakanakira kumberi - asi tisati tapinda mune izvi zvakare, ngatitarisei imwe mhinduro ingangodaro. Inowanzo taurwa mukufema kumwe chete, SKAdNetwork (SKA) inzira yakatosiyana yekupihwa iyo inobvisa mushandisi-chikamu dhata zvachose. Kwete izvozvo chete, asi zvakare zvinoisa mutoro wekupiwa papuratifomu pachayo.

Chinja uye mamwe maMPM arikushanda pane cryptographic mhinduro vachishandisa zviitwa senge zero-zivo dzidziso dzinogona kutibvumidza isu kupa pasina kufambisa IDFA kubva pachigadzirwa. Kunyange izvi zvingave zvakaoma kana tichifanira kushandisa-chishandiso sosi uye chakanangwa app, zviri nyore kufungidzira mhinduro kana tikabvumidzwa kugamuchira IDFA kubva kunobva app uye tinongofanira kuita inoenderana pane-chishandiso mu target app… Tinotenda kuti kuwana mvumo mumashandisirwo enzvimbo uye pa - mudziyo muchirongwa chingava ndiyo nzira inoitisa kuti mukana wevashandisi ushande paIOS14. ”

Paul H. Müller, Co-Muvambi & CTO Chinja

Zvangu Zvandinotora pane iyo IDFA Shanduko

Isu tinogovana tsika dzeApple kana zvasvika pakudzivirira mushandisi zvakavanzika Seindasitiri, isu tinofanirwa kukumbundira mirau mitsva yeIOS14. Isu tinofanirwa kugadzira ramangwana rinogadzikana revose vari vaviri vagadziri veapp uye vashambadzi. Ndokumbira utarise chikamu ini chedu IDFA Amagedhoni kutenderera. Asi, dai ndaifanira kufungidzira nezveramangwana:

Ipfupi Nguva IDFA Impact

  • Vaparidzi vanofanirwa kutaura neApple uye votsvaga kujekeswa pamabatiro nemvumo yekushandisa-yekupedzisira pamwe nekushandiswa kweIDFVs & SKAdNetwork chigadzirwa mepu yemigwagwa, nezvimwe.
  • Vaparidzi vachakwidziridza zvine mutsindo masaini-ekumisikidza uye maitiro eboardboard. Uku kuwedzera mvumo uye zvakavanzika opt-ins kana kurarama nemushandirapamwe chete mametric metric uye kurasikirwa kwekupedzisira-mushandisi kunongedza.
  • Kana iwe uchida kuenderera mberi nekukwiridzira wakanangana neROAS, tinovakurudzira kuti vafunge nezvechibvumirano chemvumo sedanho mudanho reUS rekushandura rinodiwa kuratidza kushambadzira kwakanangwa kune vatengi
  • Makambani anozoita zvehasha kuedza kuyerera kugadzirisa uye mushandisi meseji.
  • Ivo vanozowana yekuyedza kuyedza web-yakavakirwa mushandisi kuyerera kwekunyoresa kuchengetedza IDFA. Ipapo, kutengesa-kutengesa muAppStore kuti ubhadhare.
  • Isu tinotenda chikamu 1 cheIOS 14 kuburitsa chinogona kutaridzika seichi:
    • Mumwedzi wekutanga wekuburitswa kweIOS, keteni yekushambadzira kwekushambadzira ichaona kurohwa kwepfupi. Kunyanya kuDSP kumakisazve.
    • Zvaungaita: Nharembozha yevanoshambadzira vanogona kubatsirwa nekugadzirira kutanga kweIOS 14 kuburitswa. Ivo vanoita izvi nekumberi-kurodha kugadzirwa kweakasarudzika / nyowani tsika vateereri (kutanga kutenderedza 9/10 - 9/14). Izvi zvinopa mwedzi kana miviri yemba yekufema nepo kukanganisa kwemari kuchigona kugadziriswa.
    • Yekutanga Nhanho: Mobile App vashambadziri vanodyara zvakanyanya mukugadzira kwekushambadzira kwavo kushambadzira seye yavo yekutanga lever kutyaira mashandiro.
    • Yechipiri Nhanho: Vaparidzi vachatanga kugadzirisa kuyerera kwemvumo yemushandisi
    • Nhanho yechitatu: UA Teams & MaAgency vachamanikidzwa kuvakazve zvivakwa zvemushandirapamwe.
    • Nhanho yechina: mushandisi vasarudze mu kugovana kunowedzera asi zvinofungidzirwa kuti zvinongorova max ye20%.
    • Nhanho yechina: Vashandisi veminwe vanokurumidza kuwedzera mukuyedza kuchengetedza iyo quo.

Cherechedza: Hyper zvenguva dzose vashambadziri vanoshandisa yakajairwa kunongedza vanogona kukwanisa kutanga kubatsirwa seiyo vavhimi vepamusoro-soro vehove ari kudhonza kumashure achikonzera kushomeka kweCPM deflation. Tinotarisira kuti mutengo wakakwira kune wese anonyorera uye niche kana yakaoma-yakakosha mitambo kuti inyanye kukanganiswa. Yepamberi-mutoro inowedzera yekuyera kuyedza kuyedza izvozvi kubhangi inokunda

Pakati Pechikamu IDFA Impact

  • Fingerprinting ichava 18-24 mwedzi mhinduro uye yakapinda mune yega yega yemukati algorithm / optimization nhema bhokisi. Sezvo SKAdNetwork inokura, Apple inogona kuvhara mafingapurindi kana kuramba maapplication anotyora mutemo weApp Store.
  • Pachave nematambudziko akasimba ehurongwa / kuchinjanisa / mhinduro dzeDSP.
  • Iko kushandiswa kwe Facebook kupinda kunogona kuwedzera senzira yekuwedzera kuzivikanwa kweakakwira-kukosha vatengi. Uku kuchengetedza mari inoshandiswa mu AEO / VO optimization. Facebook yekutanga-pati dhata yakawedzeredzwa neyemushandisi email kero uye nhamba dzenhare, dzinovapa iwo mukana wekudzokorora zvakare uye kugadzirisa zvekare.
  • Zvikwata zvekukura zvinowana chinamato chitsva chine "yakavhenganiswa midhiya modhi." Ivo vanotora zvidzidzo kubva kuvashambadzi vemaki. Panguva imwecheteyo, ivo vanotsvaga kuwedzera yekupedzisira-kubaya chiratidzo kuti vavhure matsva matsva emigwagwa. Kubudirira kunozovakirwa pakuyedza kwakadzika uye kuenzanisa kwedata sainzi uye zvikwata zvekukura. Iwo makambani anowana yavo yekutanga achave neakakosha masystem mukana wekuzadzisa uye kusimudzira chiyero
  • SKAdNetwork inofanirwa kukwidziridzwa neCampaign / AdSet / Ad chikamu ruzivo kuti uchengete nhare yedandemutande inoshanda.
  • Nharembozha maapplication anoita mari pamwe neakawanda ma ads achadzokera kumashure. Panogona kunge paine kudzikiswa kwemari nekutarisa kwakaderera asi kunofanirwa kumira mukati memwedzi inotevera 3-6.

Yakareba Temu IDFA Impact

  • Kugonesa kwemvumo yemushandisi kunova kugona kwepamoyo.
  • Google inodzora GAID (google ad id) - Zhizha ra2021.
  • Inotungamirwa nevanhu, yekusika ideation, uye optimization ndiyo yekutanga lever yemushandisi yekuwana purofiti pamataneti.
  • Kuwedzera uye yakakwana musanganiswa musanganiswa inova yakaoma.

Isu tese tiri muchikepe ichi pamwe uye tiri kutarisira kushanda neApple, Facebook, Google, uye MMPs kuti titore chikamu mukuumba iro ramangwana reyedu nhare mbozha yeapp.

Tarisa uone zvimwe zvakawanda kubva apuro, kubva muindasitiri, uye kubva isu maererano neIDFA shanduko.

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