Apple iOS 14: Zachinsinsi Zachidziwitso ndi IDFA Armageddon

IDFA Armagedo

Ku WWDC chaka chino, Apple yalengeza kutsika kwa ID ya Ogwiritsa Ntchito a iOS (IDFA) ndikutulutsa kwa iOS 14. Mosakayikira, uku ndikusintha kwakukulu kwambiri pakutsatsa kwachilengedwe pulogalamu yam'manja pazaka 10 zapitazi. Kwa otsatsa malonda, kuchotsedwa kwa IDFA kumakulitsa makampani omwe atsekedwa, ndikupanga mwayi waukulu kwa ena.

Popeza kukula kwakusintha uku, ndimaganiza kuti zingakhale zothandiza kupanga zozungulira ndikugawana malingaliro am'malingaliro anzeru kwambiri pamakampani athu.

Kodi Mukusintha Ndi iOS 14?

Kupita patsogolo ndi iOS 14, ogwiritsa ntchito adzafunsidwa ngati akufuna kutsatira pulogalamuyi. Uku ndikusintha kwakukulu komwe kudzakhudze madera onse otsatsa mapulogalamu. Mwa kulola ogwiritsa ntchito kukana kutsatira, kumachepetsa kuchuluka kwa zomwe asonkhanitsa, kusunga zinsinsi za ogwiritsa ntchito.

Apple idatinso ikufunikiranso omwe amapanga mapulogalamu kuti adzifotokozere okha zilolezo zomwe mapulogalamu awo amafunsira. Izi zithandizira kuwonekera poyera. Kulola wogwiritsa ntchito kudziwa mtundu wanji wa data womwe angafunike kuti agwiritse ntchito pulogalamuyi. Ikufotokozanso momwe zosonkhanitsira zomwe zitha kutsatiridwa kunja kwa pulogalamuyi.

Nazi Zomwe Atsogoleri Ena Amakampani Amanena Zokhudza Zotsatirazi

Tikuyesetsabe kumvetsetsa momwe kusinthaku [iOS 14 zosinthira zachinsinsi] ziziwonekera momwe zingatithandizire ife ndi mafakitale ena onse, koma osachepera, zipangitsa kuti zikhale zovuta kwa opanga mapulogalamu ndi ena timakula pogwiritsa ntchito zotsatsa pa Facebook ndi kwina kulikonse… Maganizo athu ndikuti zotsatsa za Facebook ndi zomwe tikutsata ndizomwe zingathandize mabizinesi ang'onoang'ono, makamaka munthawi ya COVID, ndipo tili ndi nkhawa kuti mfundo zamapulatifomu ankhanza azidula panthawiyo pomwe zili choncho ndizofunikira pakukula kwamabizinesi ang'onoang'ono ndikuchira.

David Wehner, CFO Wolemba pa Facebook

Sitikuganiza kuti zolemba zala zitha mayeso a Apple. Mwa njira, kungomveketsa, nthawi iliyonse yomwe ndikunena za njira yomwe sizingatheke, sizitanthauza kuti sindimakonda njirayo. Ndikulakalaka zingagwire ntchito, koma sindikuganiza kuti zingadutse mayeso a Apple… Apple idati, 'Ngati mungatsatire ndi kusindikiza zala ndi gawo lake, muyenera kugwiritsa ntchito mapulogalamu athu ...

Gadi Eliashiv, CEO, Omodzi

Maphwando ambiri m'malo azotsatsa adzafunika kupeza njira zatsopano zoperekera phindu. Khalani othandizira, kubwezera kumbuyo, kutsatsa kwamapulogalamu, makina opanga ma ROAS - zonsezi zitha kukhala zosamveka bwino ndipo mutha kuwona kale zoyesayesa za ena mwa omwe akupezazo kuti apeze mawu osangalatsa achiyeso ndikuyesa chidwi cha wotsatsa njira zatsopano zowopsa za kuchita bizinesi ngati kuti palibe chomwe chachitika.

Inemwini, ndikuyembekeza kuti posachedwa tiwona zoponya pamzere wapamwamba pamasewera osasangalatsa, koma sindiwona imfa yawo. Adzatha kugula ngakhale otsika mtengo ndipo chifukwa choti akugula mopanda cholinga, asintha ndalama zawo molingana ndi ndalama zomwe akuyembekezera. Momwe ma CPM amagwera, masewera amtunduwu amatha kugwira ntchito, ngakhale pamalipiro ang'onoang'ono pamzere wapamwamba. Ngati ndalamazo ndizokwanira kuti ziwonekere. Pamasewera apakati, apakatikati, komanso masewera a kasino, titha kuwona nthawi zovuta: Kusabwereranso kwa anamgumi, osatinso kugula kwa ROAS kofalitsa nkhani. Koma tivomerezane: momwe timagulira makanema nthawi zonse zinali zotheka. Tsoka ilo, tsopano chiwopsezo chidzawonjezeka kwambiri ndipo tidzakhala ndi ma siginolo ochepa oti tichitepo kanthu mwachangu. Ena atenga chiopsezo chotere, ena adzakhala osamala. Zikumveka ngati lotale?

Oliver Kern, Chief of Commerce ku Nottingham ku Lockwood Publishing

Tidzangopeza anthu 10% okha kuti avomereze, koma ngati titapeza 10% yoyenera, mwina sitifunikanso ena. Ndikutanthauza, pofika tsiku la 7 mwataya 80-90% ya ogwiritsa ntchito mulimonse. Zomwe muyenera kuphunzira ndikuti kumene 10% ikuchokera ... ngati mungapeze chilolezo kuchokera kwa anthu onse omwe amalipira, ndiye kuti mutha kupanga mapu komwe amachokera ndikukwaniritsa zomwe mwayika.

Ofalitsa amatha kutsata masewera olimbitsa thupi kapena kupanga mapulogalamu. Njirayi ndi kupeza mapulogalamu otembenuka kwambiri (kutembenuka kuti muwaike), kuyendetsa ogwiritsa ntchito motchipa, kenako kutumiza otumizawo kuzinthu zabwino zopangira ndalama. Zomwe zili zotheka ndikuti mutha kugwiritsa ntchito IDFV kutsata ogwiritsa ntchito… Ndi njira yabwino kubwezera ogwiritsa ntchito. Mutha kugwiritsa ntchito DSP m'nyumba kuti muchite izi, makamaka ngati muli ndi mapulogalamu angapo mgulu lomwelo, monga mapulogalamu a kasino. M'malo mwake, sikuyenera kukhala pulogalamu yamasewera: pulogalamu iliyonse kapena pulogalamu yothandizira ingagwire ntchito bola ngati muli ndi IDFV yovomerezeka.

Nebo Radovic, Kukula Kukutsogolera, N3TWORK

Apple idakhazikitsa chimango cha AppTrackingTransparency (ATT) chomwe chimakwanitsa kufikira IDFA ndi chilolezo chogwiritsa ntchito. Apple idafotokozeranso zakhululukidwa pamtunduwu zomwe zitha kupatsa kuthekera koperekera monga zilili lero. Tikukhulupirira kuti kuyang'ana pa chimango ichi ndikupanga zida m'malamulowa ndiye njira yabwino kwambiri - koma tisanapite patsogolo, tiyeni tiwone yankho lina lomwe lingakhalepo. Kawirikawiri amatchulidwa mu mpweya womwewo, SKAdNetwork (SKA) ndi njira yosiyana kwambiri ndi kuperekera komwe kumachotsa kwathunthu kuchuluka kwa ogwiritsa ntchito. Osati zokhazo, komanso zimayika cholemetsa chazinthu papulatifomu palokha.

Sinthani ndi ma MMP ena pakali pano akugwiritsa ntchito njira zowonongera pogwiritsa ntchito njira monga zidziwitso zopanda chidziwitso zomwe zingatilolere kuzinena popanda kuchotsa IDFA pachidacho. Ngakhale izi zitha kukhala zovuta ngati tikufunika kugwiritsa ntchito pulogalamu ya pulogalamu yoyambira ndi chandamale, ndikosavuta kulingalira yankho ngati titaloledwa kulandira IDFA kuchokera pulogalamu yoyambira ndikuti tichite zofananira pa chipangizocho chandamale pulogalamu ... Tikukhulupirira kuti kupeza chilolezo mu pulogalamu yoyambira ndi kugwiritsa ntchito zida mu pulogalamuyo kungakhale njira yothandiza kwambiri kwa omwe adzagwiritse ntchito pa iOS14. ”

Paul H. Müller, Co-Founder & CTO Sinthani

Zotengera Zanga pa IDFA Change

Timagawana zomwe Apple imagwiritsa ntchito poteteza zinsinsi za ogwiritsa ntchito. Monga mafakitale, tiyenera kutsatira malamulo atsopano a iOS14. Tiyenera kupanga tsogolo labwino kwa onse opanga mapulogalamu ndi otsatsa. Chonde onani gawo I lathu IDFA Armagedo yozungulira. Koma, ngati ndiyenera kulingalira zamtsogolo:

Zotsatira Zachidule za IDFA

  • Ofalitsa akuyenera kuyankhula ndi Apple ndikufunsanso momwe angagwiritsire ntchito chilolezo chogwiritsa ntchito ogwiritsa ntchito IDFVs & SKAdNetwork mapu amisewu, ndi zina zambiri.
  • Ofalitsa adzakulitsa mwamphamvu ma funseni olembetsa ndi njira zokwera. Izi ndikulimbikitsa kuvomereza ndi kulowa mwachinsinsi kapena kukhala ndi kampeni yokhayo pamiyeso ndikutaya ogwiritsa ntchito kumapeto.
  • Ngati mukufuna kupitiliza kukonza njira yopita ku ROAS, timalimbikitsa iwo kuti aganizire chilolezo chazinsinsi ngati gawo lazitsulo zosinthira UA zofunika kuwonetsa zotsatsa kwa ogula.
  • Makampani ayesa mwamphamvu kuyesa kukhathamiritsa komanso kutumizirana mameseji.
  • Apeza kuyeserera koyeserera kwa ogwiritsa ntchito pa intaneti kuti alembetse kuti asunge IDFA. Kenako, kugulitsa pamtengo mu AppStore kuti mulipire.
  • Tikukhulupirira gawo 1 la kutulutsa kwa iOS 14 lingawoneke motere:
    • M'mwezi woyamba kutulutsidwa kwa iOS, mndandanda wazogulitsa zotsatsa ukhoza kugunda kwakanthawi kochepa. Makamaka pakubwezeretsanso kwa DSP.
    • Malangizo: Otsatsa mapulogalamu apafoni atha kupindula ndikukonzekera koyambirira kwa iOS 14. Amachita izi potsegulira kutsogolo kwa omvera apadera / atsopano (kuyambira mozungulira 9/10 - 9/14). Izi zipereka mwezi umodzi kapena iwiri yopumira pomwe zovuta zachuma zitha kudziwika.
    • Gawo loyamba: Otsatsa a Mobile App amalipira ndalama zambiri pakukhathamiritsa kwa zotsatsa zawo ngati chiwombankhanga choyendetsa ntchito.
    • Gawo lachiwiri: Ofalitsa ayamba kukonzekeretsa kuyendetsa kovomerezeka kwa ogwiritsa ntchito
    • Gawo lachitatu: Matimu ndi Mabungwe a UA adzakakamizidwa kumanganso zomangamanga.
    • Gawo 4: wosuta kusankha mu kugawana kumawonjezeka koma akuti akungogunda 20%.
    • Gawo 5: Ogwiritsa ntchito zolemba zala amakula mwachangu pofuna kuyesa kukhalabe momwe ziliri.

Zindikirani: Otsatsa osagwiritsa ntchito anzawo omwe amagwiritsa ntchito njira zowunikira zambiri atha kupindula nawo ngati Alenje apamwamba kwambiri a nangumi akubwerera mmbuyo kuyambitsa kufooka kwakanthawi kwa CPM. Tikuyembekeza kuti mtengo wotsika kwa aliyense wolembetsa ndi masewera a niche kapena masewera ovuta amakhudzidwa kwambiri. Kuyeserera kowonjezera koyeserera tsopano ku banki ipambana.

Zomwe Zachitika Pakati pa IDFA

  • Kusindikiza zala kudzakhala yankho la miyezi 18-24 ndikulowa m'bokosi lakuda la mkati mwa aliyense. SKAdNetwork ikukula, Apple ikuyenera kutseka zolemba zala kapena kukana mapulogalamu omwe akuphwanya malamulo ake a App Store.
  • Padzakhala zovuta zokhazikika pamachitidwe / kusinthana / mayankho a DSP.
  • Kugwiritsa ntchito kulowa kwa Facebook kumachulukirachulukira ngati njira yowonjezera kudziwika kwa ogwiritsa ntchito kwambiri. Izi ndikuti tisunge ndalama zomwe zikugwiritsidwa ntchito pokhathamiritsa AEO / VO. Zambiri za Facebook za chipani choyamba zomwe zimalimbikitsidwa ndi imelo adilesi ndi manambala a foni, zimawapatsa mwayi wobwereranso ndikubwezeretsanso.
  • Magulu akukula amapeza chipembedzo chatsopano chokhala ndi "mitundu yosiyanasiyana yazofalitsa." Amaphunzira kuchokera kwa otsatsa malonda. Nthawi yomweyo, amayesetsa kukulitsa mwayi womaliza kuti atsegule magwero atsopano amgalimoto. Kuchita bwino kutengera kuyeserera kozama ndikusanjikiza kwa magulu azasayansi komanso magulu okula. Makampani omwe amapeza koyamba adzakhala ndi mwayi wothandiza kukwaniritsa ndikukhalitsa
  • SKAdNetwork iyenera kukwezedwa ndi Campaign / AdSet / Ad level information kuti mafoni azogulitsa azigwira ntchito.
  • Mapulogalamu apakompyuta omwe amapanga ndalama ndi zotsatsa zambiri amabwerera m'mbuyo. Pakhoza kukhala kuchepa kwa ndalama ndikuwongolera kotsika koma ziyenera kukhala zokhazikika pamiyezi 3-6 yotsatira.

Mphamvu Yaitali Ya IDFA

  • Kukhathamiritsa kovomerezeka kwa ogwiritsa ntchito kumakhala luso lalikulu.
  • Google imatsitsa GAID (google ad id) - Chilimwe cha 2021.
  • Zoyendetsedwa ndi anthu, malingaliro opanga, ndi kukhathamiritsa ndiye chiwongolero chachikulu pakupeza ogwiritsa ntchito phindu pamanetiweki.
  • Zowonjezera komanso kusakanikirana kwabwino kwa njira kumakhala kovuta.

Tonse tili m'bwatomo limodzi ndipo tikuyembekezera kugwira ntchito ndi Apple, Facebook, Google, ndi MMPs kuti atenge nawo gawo pakupanga tsogolo la pulogalamu yathu yama pulogalamu yam'manja.

Onani zina zosintha kuchokera ku apulo, kuchokera kumakampani, komanso kuchokera ife pazokhudza kusintha kwa IDFA.

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