Appgain Mobile Marketing Weekly News Digest – Issue 9 – Apple ATT, Google’s Child Protection, Supply Path Optimization

Published on August 18, 2021

Google’s New Privacy Attempt For Children

Google’s latest announcement was focusing on children’s digital security. They are planning to make an update that will increase age-sensitive ads’ control. According to the announcement, the update will restrict some ad targeting based on children under 18. In a blog post, the update will allow all under-18s and their parents or guardians to request that photos of teenagers to deleted from Google Image search results to decrease child abuse. 

Accepting that deleting pictures from search would not delete the picture from the web, Google aims to give more privacy to young people. 

Especially on YouTube, Google is aiming to restrict video exposure for users aged 13 to 17. The announcement pointed out that the default upload setting will change gradually. 

Furthermore, the new features, including “take a break” and bedtime reminders, were on the way. For the users who are 13 to 17, the autoplay can be automatically turned off. Also, more features will aim for the users to monetize their settings for their best well-being. 

In the upcoming weeks, Google will restrict excessively commercial ads from YouTube Kids. Those materials will include videos that focus on product promotion that encourages children and youth to spend unconditioned money. 

You can see the video below to reach a detailed analysis and explanation about YouTube’s latest updates: 

 

ATT: Apple’s Privacy Changes Don’t Seem To Affect Gaming App’s Revenue

Apple’s iOS privacy modifications, which mainly introduced the App Tracking Transparency framework, shook the mobile industry.  As we mentioned in our previous blogs, the feature gave the users the ability to control & see which app was tracking which data. At the same time, Apple asked the users’ permission when entering the app if they allow the app to track their data.  

Marketers and especially Gaming Apps have been concerned about fewer imported applications being installed in Facebook ads. Some businesses have delayed upgrading their apps to avoid the ATT message until they discover a method to collect the needed data again. Apple was and still is the primary target for the majority of mobile firms. They argue that Apple excludes rivals by blocking economically important information from being disclosed.

But when time passes, the data shows that ATT didn’t affect the mobile industries’ revenues and downloads. More than 3 of 4 Apple users have updated their iPhones to at least 14.5. Meanwhile, there was no decrease in the gaming app’s download rate. When we see the revenue of the apps, we don’t see a decrease either. 

 

We know that Apple specifically prohibits fingerprinting to identify a device or a user individually. Still, some companies think ‘’probabilistic attribution” solution that can assist marketers in predicting if the ad reached a download or not. We need to say that probabilistic attribution is also controversial.

You can read the discussion & the explanation from our previous blogs

Can It Be Next Big Thing? : Supply Path Optimization

There is a strong expectation from marketers to have a bigger ROI for every dollar spent. Meanwhile, the complexity and privacy issues in the digital area and the marketing that’s been thought of are being challenged. The urge and race to gain more revenue from ads sometimes result in unwanted consequences.  Lately, a technology that’s giving promising signals is taking attention: Supply Path Optimization (SPO).

  SPO refers to strategies developed by advertisers and/or demand-side platforms (DSPs) to provide the most direct, trustworthy, verifiable, and efficient pathways to publisher inventory.

According to Anupam Dikhit, Microsoft’s APAC director of digital, social, and experiential marketing, untransparent media always necessitates more investment. This perspective is not having a piece of specific information about the audience, causing uncertainty on where that dollar goes. In other words, untransparent ads cannot aim at a solely specific audience. That’s why tracking and measuring the money invested in that specific campaign is getting more difficult. 

You can watch a webinar of Anupam Dinkhit explaining Data-informed strategies:

To get more into the reasoning, we can say auditing, measuring, analyzing, and optimizing around a more transparent approach has traditionally been very laborious, which means marketers frequently rely on agency and tech partners for assistance. Technology is improving in the future, with solutions such as supply path optimization and markets coming into play.

Finally, verifiable and direct campaigns might be the future of digital marketing. Automation is still required. In addition, the most efficient ways need to be embraced. 

In this newsletter, we mentioned Google’s latest privacy updates for youth, ATT’s effect on most mobile apps, and Supply Path Optimization, which is considered the new way of digital marketing. We will be following up with those topics and bring you the latest updates. To be informed about what’s up, scroll down to subscribe to our newsletter.