Apple iOS 14: Sirrin Bayanai da IDFA Armageddon

IDFA Armageddon

A WWDC a wannan shekara, Apple ya ba da sanarwar rage darajar Mai amfani da iOS na Masu Talla (IDFA) tare da sakin iOS 14. Ba tare da wata shakka ba, wannan shi ne babban canji a cikin lamuran tsarin tallan wayar hannu a cikin shekaru 10 da suka gabata. Ga masana'antar talla, cire IDFA zai haɓaka kuma zai iya rufe kamfanoni, yayin ƙirƙirar babbar dama ga wasu.

Ganin girman wannan canjin, nayi tunanin zai taimaka matuka don ƙirƙirar zagaye da raba tunanin wasu ƙwararrun masana masana'antar mu.

Menene Canzawa Tare da iOS 14?

Ci gaba tare da iOS 14, za a tambayi masu amfani idan suna son sa ido kan aikace-aikacen. Wannan babban canji ne wanda zai iya shafar kowane yanki na tallan aikace-aikace. Ta hanyar barin masu amfani su ƙi bin sawu, zai rage adadin bayanan da aka tattara, yana kiyaye sirrin mai amfani.

Apple ya kuma ce zai kuma bukaci masu kirkirar masarrafan da su kai rahoton irin izinin da aikace-aikacen su ke nema. Wannan zai inganta nuna gaskiya. Ba mai amfani damar sanin irin bayanan da zasu iya bayarwa don amfani da ka'idar. Hakanan zai bayyana yadda za a iya bin diddigin wannan bayanan a waje da manhajar.

Ga Abinda Sauran Shugabannin Masana'antu Sukayi Game da Tasirin

Har yanzu muna kokarin fahimtar yadda waɗannan canje-canjen [sabuntawar sirri na iOS 14] za su yi kama da yadda za su yi tasiri a kanmu da sauran masana'antar, amma aƙalla, zai sa ya zama da wahala ga masu haɓaka manhajar da sauransu girma ta amfani da tallace-tallace a kan Facebook da sauran wurare… Ra'ayinmu shine Facebook da tallace-tallacen da aka yi niyya hanya ce ta ƙananan ƙananan kamfanoni, musamman a lokacin COVID, kuma muna da damuwa cewa manufofin dandalin masu tayar da hankali za su yanke a wannan layin a lokacin da haka ne mahimmanci ga ci gaban kasuwanci da dawowa.

David Wehner, CFO Facebook

Ba mu tsammanin zanan yatsun hannu zai wuce gwajin Apple. Af, don kawai in bayyana, duk lokacin da nake faɗin wani abu game da hanyar da ba zata yiwu ba, hakan ba yana nufin ba na son wannan hanyar. Ina fata zai yi aiki, amma ban yi tsammanin zai wuce gwajin ƙanshin Apple ba… Apple ya ce, 'Idan kuka yi kowane irin salo da zanen yatsan hannu wani ɓangare ne daga gare ta, dole ne ku yi amfani da pop ɗinmu up

Gadi Eliashiv, Shugaba, Singular

Yawancin ƙungiyoyi a cikin yanayin tallan tallan zasu buƙaci samo sabbin hanyoyin samar da ƙima. Kasancewa ne, sake tallatawa, tallata shirye-shirye, aikin ROAS mai sarrafa kansa - wannan duk zai zama mai rikitarwa sosai kuma tuni zaka iya ganin yunƙurin wasu daga cikin waɗannan masu samar da sabbin taken na batsa da kuma gwada sha'awar masu tallata sabbin hanyoyin haɗari masu haɗari kasuwanci kamar babu abin da ya faru.

Da kaina, Ina tsammanin cewa a cikin ɗan gajeren lokaci za mu ga raguwa a cikin layukan da ke kan layi don wasannin wuce gona da iri, amma ban ga mutuwarsu ba. Zasu iya siyan koda mai rahusa ne kuma tunda abinda suka maida hankali shi ne siyan wanda ba'a sanya musu ba, zasu daidaita kudirin su akan kudaden shigar da suke tsammani. Yayin da CPMs suka faɗi, wannan ƙarar wasan zata iya aiki, kodayake a ƙananan ƙaramin kuɗin shiga. Idan kudaden shiga suna da girma to ya kamata a gani. Don mahimmanci, tsakiyar-tsakiyar, da wasannin gidan caca na zamantakewar jama'a, zamu iya ganin lokuta masu wahala: Babu sake dawo da dabbobin ni'ima, babu sake sayen siya ta ROAS. Amma bari mu fuskance shi: yadda muke siyan kafofin watsa labarai koyaushe mai yiwuwa ne. Abun takaici, yanzu haɗarin zai karu sosai kuma zamu sami ƙananan sigina don amsawa da sauri. Wasu za su ɗauki wannan haɗarin, wasu kuma za su yi hankali. Sauti kamar caca?

Oliver Kern, Babban Jami'in Kasuwanci a Kamfanin Nottingham na Lockwood Publishing

Da alama zamu iya samun kashi 10% na mutane kawai don bada yarda, amma idan muka sami 10% daidai, wataƙila bamu buƙatar ƙari. Ina nufin, a rana 7 kun rasa 80-90% na masu amfani ko yaya. Abin da kuke buƙatar koya shi ne inda kashi 10% ke zuwa from idan kuna iya samun izini daga duk mutanen da suka biya, to kuna iya yin taswira daga inda suka fito kuma ku inganta zuwa wuraren sanya su.

Masu bugawa na iya bi bayan wasannin wuce-wuri ko ƙirƙirar ƙa'idodin kayan aiki. Dabarar ita ce ta samo aikace-aikacen jujjuyawar juzu'i (jujjuya don shigarwa), tura masu amfani a can cikin rahusa, sannan a tura waɗancan masu amfani zuwa samfuran kuɗi mafi kyau. Abin da zai yiwu shi ne cewa za ku iya amfani da IDFV don sa ido ga waɗancan masu amfani… Yana da kyakkyawar dabara don sake dawo da masu amfani. Kuna iya amfani da DSP a cikin gida don yin hakan, musamman idan kuna da ƙa'idodi da yawa a cikin rukuni ɗaya, kamar aikace-aikacen gidan caca. A zahiri, bai zama dole ya zama aikace-aikacen wasa ba: kowane aikace-aikace ko aikace-aikacen amfani zasu iya aiki muddin kuna da IDFV mai aiki.

Nebo Radovic, Girmancin Girman, N3TWORK

Apple ya gabatar da tsarin AppTrackingTransparency (ATT) wanda ke kulawa da IDFA tare da izinin mai amfani da ake buƙata. Apple ya kuma bayyana keɓancewar wannan tsarin wanda zai iya ba da ikon rarrabuwa kamar yadda yake a yau. Mun yi imanin cewa mai da hankali kan wannan tsarin da ƙirƙirar kayan aiki a cikin waɗannan ƙa'idodin shine hanya mafi kyau ta ci gaba - amma kafin mu nitse cikin wannan gaba, bari mu kalli sauran hanyoyin magance matsalar. Sau da yawa ana ambata a cikin wannan numfashi, SKAdNetwork (SKA) hanya ce daban daban don rarrabewa wanda ke cire bayanan matakin mai amfani gaba ɗaya. Ba wannan kawai ba, har ma yana sanya nauyin danganawa kan dandamali kanta.

Daidaitawa da sauran MMPs a halin yanzu suna aiki akan mafita na ɓoye ta amfani da ayyuka kamar ƙirar ilimin ƙira-ƙira wanda zai iya ba mu damar sifa ba tare da canza IDFA daga na'urar ba. Duk da cewa wannan na iya zama mai ƙalubale idan dole ne muyi amfani da na'urar kan-tushe don tushen tushe da manufa, yana da sauki muyi tunanin mafita idan aka bamu damar karɓar IDFA daga app ɗin tushen kuma kawai muyi dace da na'urar a cikin manufa app… Mun yi imanin cewa samun izini a cikin tushen tushen tushen da kuma sanya kayan aikin a kan manufa na iya zama hanya mafi inganci don nuna matakin-mai amfani a kan iOS14. ”

Paul H. Müller, Co-Founder & CTO Daidaitawa

Takeaukar Nawa kan Canjin IDFA

Muna raba ƙimar Apple idan ya zo don kare sirrin mai amfani. A matsayinmu na masana’antu, dole ne mu rungumi sababbin ƙa'idodin iOS14. Muna buƙatar ƙirƙirar makoma mai ɗorewa ga masu haɓaka app da masu talla. Da fatan za a bincika sashi na namu IDFA Armageddon zagaye. Amma, idan zan yi tsammani game da makomar:

Tasirin IDFA na gajeren lokaci

  • Ya kamata masu bugawa suyi magana da Apple kuma su nemi bayani kan tsari da yarda mai amfani da ƙarshen tare da amfani da taswirar hanyar samfurin IDFVs & SKAdNetwork, da sauransu.
  • Madaba'oi za su inganta da ƙarfi don yin rajista da tafiyar hawainiya. Wannan don haɓaka izini da ɓoye-ɓoye na sirri ko rayuwa tare da matakan ƙirar kamfen kawai kuma rasa mai amfani mai amfani.
  • Idan kuna son ci gaba da ingantawa zuwa ROAS, muna ƙarfafa su suyi tunani game da izinin sirri a matsayin mataki a cikin ramin jujjuyawar UA da ake buƙata don nuna tallace-tallace da aka nufa ga masu amfani.
  • Kamfanoni za suyi gwaji mai ƙarfi tare da haɓaka kwarara da saƙon mai amfani.
  • Zasu sami wadataccen gwajin mai amfani da yanar gizo don rajista don adana IDFA. Sa'annan, siyarwa cikin AppStore don biyan kuɗaɗe.
  • Mun yi imanin lokaci na 1 na ƙaddamarwar iOS 14 na iya zama kamar wannan:
    • A cikin watan farko na fara amfani da iOS, sarkar samarwa don aikin yi za ta fuskanci bugun gajere. Musamman don sake duba DSP.
    • Shawarwari: Masu tallace-tallace na aikace-aikacen wayar hannu na iya amfana ta shirya da wuri don sake aikin iOS 14. Suna yin hakan ta hanyar ɗora kaya a gaban kirkirar sabbin masu sauraro na al'ada (farawa kusan 9/10 - 9/14). Wannan zai samar da wata ɗaya ko biyu na dakin numfashi yayin da za'a iya tantance tasirin kuɗi.
    • 1st Mataki: Masu tallace-tallace na Wayar Hannu suna sa hannun jari sosai a cikin haɓaka ƙirar tallan su a matsayin babban abin dogaro don haɓaka aiki.
    • Mataki na 2: Madaba'o za su fara inganta izinin izinin mai amfani
    • Mataki na 3: Teamungiyoyin UA da Hukumomin UA za a tilasta su sake ginin tsarin kamfen.
    • Mataki na 4: Mai amfani ficewa-in rabawa yana ƙaruwa amma an kiyasta kusan yakai 20% kawai.
    • Mataki na 5: Masu amfani da zanan yatsu suna faɗaɗa cikin sauri a yunƙurin kiyaye matsayin da akeyi.

lura: Masu tallata kamfani na yau da kullun waɗanda ke haɓaka babban niyya na iya samun damar fa'idantar farko azaman manyan maharban kifin whale suna ja da baya yana haifar da ɓata lokaci na CPM. Muna tsammanin babban farashi ta mai riba ɗaya da kuma abubuwan wasa masu mawuyacin hali zasu iya tasiri. Gwajin gwaji na gaba mai haɓaka yanzu don cin nasara ga banki.

Matsakaicin IDFA Tasiri

  • Yatsa yatsa zai zama mafita na watan 18-24 kuma ya shiga cikin akwatin algorithm na ciki / ingantawa baki baki. Yayin da SKAdNetwork ke girma, da alama Apple zai rufe zanan yatsan sa ko kuma ya ƙi aikace-aikacen da suka keta ka'idar App Store.
  • Za a ci gaba da fuskantar ƙalubale don shirye-shiryen shirye-shirye / musaya / mafita DSP.
  • Amfani da shiga na Facebook na iya haɓaka azaman hanya don haɓaka gano masu amfani mai ƙima. Wannan don adana kudaden shiga da aka yi amfani da su a cikin inganta AEO / VO. Bayanin ɓangare na farko na Facebook wanda aka inganta tare da adreshin imel ɗin mai amfani da lambobin waya, yana ba su damar sake dubawa da sake dawowa.
  • Teamsungiyoyin ci gaba sun sami sabon addini tare da “samfurin tallan tallan watsa labarai”. Suna daukar darussa daga yan kasuwar talla. A lokaci guda, suna neman faɗaɗa rarrabuwar bayanan ƙarshe don buɗe sabbin hanyoyin zirga-zirga. Nasara zata kasance ne ta hanyar zurfin gwaji da daidaita tsarin kimiyyar bayanai da ƙungiyoyin ci gaba. Waɗannan kamfanonin da suka fara na farko zasu sami babbar fa'ida don cimma nasara da ci gaba
  • Dole ne a inganta SKAdNetwork tare da bayanin matakin Kamfen / AdSet / Ad don kiyaye aikin sadarwar tallan wayar hannu.
  • Manhajojin wayoyin hannu waɗanda ke ba da kuɗi tare da yawancin tallace-tallace za su ja da baya. Da alama akwai yiwuwar rage kudaden shiga tare da ƙananan niyya amma ya kamata ya daidaita cikin watanni 3-6 masu zuwa.

Tasirin IDFA na Tsawon Lokaci

  • Inganta yardar mai amfani ya zama babban ƙwarewa.
  • Google ya rage GAID (google ad id) - Bazara na 2021.
  • -Arfin ɗan adam, ƙirar kirkirar kirkira, da haɓakawa shine babban maƙallin keɓaɓɓen riba mai amfani a duk hanyoyin sadarwar.
  • Mentara da ingantaccen tashar tashar ta zama mai mahimmanci.

Dukkanmu muna cikin wannan jirgi tare kuma muna fatan aiki tare da Apple, Facebook, Google, da MMPs don shiga cikin tsara makomar masana'antar aikace-aikacen wayar hannu.

Duba don ƙarin sabuntawa daga apple, daga masana'antu, kuma daga mana game da canje-canje na IDFA.

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