Apple’s privacy changes cut the ROI on ads by 38%. This company says they can fix it

Apple’s privacy changes to the iPhone have cut the average mobile advertiser’s return on investment by nearly 40% and caused a 25% cut in mobile ad spend, according to mobile measurement company data.

However, the company says they have a solution.

(Full disclosure: Singular is a client advisory firm), Singular CEO Gadi Eliashiv said in a statement. “We’ve always believed that these two goals are not incompatible, and now with advanced AI and data science, we’ve come up with a solution that proves it.”

Ilyashev says that the effectiveness of advertising is that problem It costs Facebook 10 billion dollars and sent Snap stock is down 25% Repairable in a completely privacy-secure way. The solution: advanced data science, modeling, and machine learning.

Apple revised the privacy changes that data marketers get about ad effectiveness, completely completing oversight of some data points while reducing the volume of post-click conversion data that marketers have historically been accustomed to. Singular’s new technology models missing data, and provides estimates for metrics that advertisers are accustomed to such as groups, ROAS, and time value of new mobile app users or customers.

Which sounds great…if the estimates are accurate.

“I was kind of skeptical when we started, but … we’ve been looking into this for a really long time,” Eliashev says. “Our research showed that, on average, we can get to an accuracy of 87% or 90%, which is really amazing.”

Marketers say this is good enough to know with reasonable certainty which campaigns are performing well and which are not. This in turn helps advertisers to optimize their advertising spend, making it more efficient and therefore more profitable.

And not surprisingly, when advertising spend is profitable, brands reinvest in more.

“Data collection and analysis from SKAdNetwork can quickly become a time-consuming problem. The SKAdNetwork group from Singular has helped us improve dramatically,” Marcus Dell, chief technology officer of Qiiwi Games, said in a statement. “We have been able to improve data collection and business intelligence models to match our needs and accurately predict future revenue.”

Other initial beta test customers include Rovio, maker of the Angry Birds franchise, and Space Sheep Games, which makes games like Bid Wars (think Storage Wars on A&E).

The solution, called SKAN Advanced Analytics, includes technology to model events and lost conversions, additional software that increases the amount of data Apple provides to advertisers, real-time predictive analytics to improve ad campaigns, and estimated cohorts, a metric that helps mobile marketers measure the impact of their ad campaigns over time. the time.

Ilyashev says it’s important for marketers to adopt Apple’s technology sooner rather than later.

“Some marketers rely on fingerprints and now there’s a whole fear that, oh no, what would happen if Apple cracked down even more?” He says.

Fingerprinting is a hardware identification and ad measurement solution that Apple bans, as it enables tracking of privacy violations by bypassing Apple’s SKAdNetwork framework. Some mobile experts believe that Apple has recently cracked down on apps that use fingerprints, and may shut down this option entirely in the next major release of iOS:

However, many major brands are keen to follow Apple’s privacy rules not only out of great caution but also with a sense that privacy is the future.

“Our strategy was to embrace the paradigm change, turn this disruption into an opportunity to grow our business, and build evidence for the future [user acquisition] “Singular has undoubtedly played an instrumental role in helping us pioneer new ways to manage acquisitions,” Kieran O’Leary, Rovio’s vice president of marketing, said in a statement.

If the technology works as advertised, it looks like the best of both worlds: advertising that works and its impact can be measured, and privacy that not only keeps each of us safe, but also makes it more difficult for rogue states or groups to influence online conversations. Covertly by tracking people and targeting them with political or social messages.

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