2020 has changed the rules of the game when it comes to privacy, with the arrival of the iOS 14.5 update and the disappearance of cookies. All of these changes have, of course, implications for marketing professionals, so we decided to learn more about this aspect and its consequences from Daniel Junowicz, Regional Vice President for EMEA at AppsFlyer.
The expert has given us his vision on this matter, but he has also given us the strategies of AppsFlyer, the mobile marketing analysis and attribution platform, to adapt to these privacy limits.
Privacy is one of the most important aspects of user concern. What methods do you use at AppsFlyer to ensure that the companies you work with keep customer data safe?
Privacy is one of the main pillars of AppsFlyer , and we have always been proactive about preserving privacy. We put a lot of effort into security and ensuring that all data is protected. AppsFlyer has not collected any “PII” information for years, has restricted modes for children, and keeps the data collected to a minimum. We split our customers’ data and do not allow data collection or monetization. We also comply with global regulations, including GDPR and COPPA, and have a team within the company responsible for improving our privacy measures.
On the product side, we have and continue to implement data minimization for information collected from , for example, the SDK. We want to make sure that no one can generate any unique way to identify users from the data collected, so we maximize probabilistic models and add accuracy based on data minimization.
Additionally, our audience tool is a great example of the privacy-preserving feature we've had for years, where advertisers leverage AppsFlyer to build the segment, but the segment is shared with other entities without the full context. This way, the data cannot be leveraged to directly target the user.
our aggregate API as we understand that the future is moving towards more aggregate innovation . In light of the changes introduced by iOS 14.5, marketers will no longer be able to rely on user-level data, and many of the new products we’re developing will help marketers navigate these changes. These include Predictive Analytics, Conversion Studio, and our SK360 suite of products.
Within this theme, the iOS 14.5 update revolutionized the market due to the greater power of Apple consumers over access to their information. What practical consequences has this had for marketing professionals?
The main challenge for advertisers following the iOS 14.5 update is IDFA egypt number data collection . After the update, users have to proactively opt in to share their IDFA (Identifier for Advertisers), which is a unique, random identifier assigned to each device by Apple, and has traditionally been used by advertisers to measure how users interacted with their ads throughout the user journey .
Prior to this update, consumers had to proactively opt out of sharing their IDFA. While this may seem like a minor change, it is a huge step forward, and gives users more control and visibility over the data that apps can access and use. However, it also presents a challenge for marketers when it comes to measuring and analyzing the performance of mobile marketing campaigns. For example, without IDFA, an advertiser loses access to user-level data, making it difficult to measure campaign ROI. Additionally, the loss of IDFA will make it much more difficult to run remarketing campaigns.
Given this change, what kind of alternatives does AppsFlyer propose?
At AppsFlyer, we’ve developed SK360 , a set of tools to help marketers continue to deliver exceptional experiences to their customers, without compromising user privacy. Many of these solutions are based on machine learning and help marketers use aggregated data instead of user-level data.