As Apple begins to enforce its App Tracking Transparency (ATT) framework this year, iOS app publishers will be required to get user consent in order to show them personalized ads. As a result, advertisers will end up having a smaller pool of addressable users on iOS devices.
However, not all user-level tracking is going away. For one, expect 20-30% of all iOS users to allow tracking. Additionally, Android hasn’t changed its policies (yet).
InMobi Exchange has been working to create helpful products and strategies for both publishers and advertisers to tackle this tricky next stage.
How InMobi is Helping Publishers Manage Universal IDs
To simplify addressability and accelerate monetization for in-app publishers, we are soon launching UnifID, which provides publishers with a single point of integration with major Universal IDs (UIDs) in the market. By integrating with multiple leading UID partners through one solution, publishers can service a broader range of advertisers that are looking to increase in-app spends, especially as part of their overall omnichannel marketing strategy.
When publishers can integrate with whatever UID partners advertisers choose, they will be able to pass the UID in their ad requests to InMobi. InMobi can in turn surface these UIDs in the bid request for Demand Side Platforms (DSPs) and advertisers to target via Open Exchange.
And no need to fret incase the advertiser’s DSP does not yet support targeting via a UID solution. InMobi can also enable them to run their targeting via a Private Marketplace (PMP) Deal ID. Using UIDs, advertisers can run cross-device campaigns that seamlessly extend to in-app.
New Residential Targeting Capabilities
Users don’t always live their lives on a single device. They use apps and websites across multiple devices (phones, tablets, etc.) and across various environments (mobile apps, mobile browsers, connected TV, etc.). Many of these services require their users to log in for a better user experience and, invariably, garner consent to show them personalized ads.
InMobi is launching its proprietary Residential Graph (in the U.S.), available on PMPs, that helps advertisers take their addressable targeting to the next level. InMobi’s SDK-powered deterministic data links user preferences with location signals, residential information, etc., allowing for more accurate and advanced audience segments.
InMobi’s Residential Graph can help advertisers hit their reach and accuracy goals with newer audience segments like income, neighborhood affluence etc., or go precise and run ads based on physical addresses.
To know more about all things IDFA, take a look at our Post IDFA Guide. For questions on our features mentioned above, reach out to your InMobi Customer Success Manager or contact the InMobi Product Marketing Team directly.