Apple’s upcoming iOS 14.5 this spring will change the way demand-side platforms (DSPs) and ad networks obtain attribution from Kochava. As we continue to focus on a marketer’s viability and presence on the App Store, we are making a series of additional network requirements on the ad engagement side to complement our marketer tools that comply with both the spirit and letter of Apple’s new policies. 

More specifically, Kochava needs to identify and treat ad signals in accordance with the same fidelity we do in how we collect information through our measurement software development kit (SDK). This will also allow us to continue performing probabilistic attribution ONLY on ad interactions that happened on the web (mobile or desktop) wherein the user consents to tracking in the target app. The integration platforms impacted are iOS and web integrations on both the click and impression templates.

In preparation for enforcement of Apple’s AppTrackingTransparency (ATT) framework, Kochava will determine ad signal attribution eligibility. DSPs and ad networks have a number of decisions and preparations to make in order for Kochava to perform attribution of iOS 14.5 campaigns. Networks and DSPs, please review the changes below and advertisers, please ensure your media channel partners have made these changes to ensure maximum marketing insight retention. 

Action items for DPS/ad networks integrated with Kochava:

• If you are sending a user agent to (and you are doing the redirect), Kochava can parse a valid OS version that reflects the user’s device.
• Add “ad_platform” and “att” plus three additional but optional ATT-related parameters for iOS, web (click and impression) templates. (Note: Templates are the specific click and impression URL that we maintain for a particular DSP/network and are global in nature.)
• Either replace all trackers currently in use with newly generated trackers (that use the new template) or append the additional parameters manually.
• If ad_platform is not provided, it is assumed to be in-app and subject to ATT, so it is crucial that you send “ad_platform=m_web” on your iOS click/impression requests for mobile web traffic. This will be treated as not subject to ATT and will result in probabilistic attribution ONLY to users who opt-in on the iOS conversion signal. 
• If ad_platform is in-app or not provided, and ATT status is not provided/IDFA is not present, it is assumed to be in-app and opt-out, so it is crucial that you send the “att=1”/provide the IDFA of your in-app opt-in users. This will be treated as opt-in and will result in deterministic attribution to users who opt-in on the iOS conversion signal.

Advertisers should ensure that their media partners have made these changes and in short, to prevent disruption or negative impact to your web campaigns, please ensure these new parameters are included in your click and impression requests to Kochava. 

Please reach out to integrations@kochava.com to get your click URL and impression URL templates updated for iOS 14.5 preparedness.

Mark Kellogg – Director of Technical Partnerships
Kochava

Deep Linking, Retargeting, Fraud, & Monetization

---

How will my retargeting/reengagement efforts be impacted?

Answer: While reengagement will face limitations in the wake of iOS 14, it is possible. Presently, paid retargeting is largely transacted on the IDFA. Dynamic audience activation tools communicate with audience APIs of partners using the IDFA. Kochava is working closely with our partners on new ways to provide addressability and targeting in an IDFA-less context (updates coming soon). 

Owned media channels will be more important than ever when trying to engage your users. Engaging customers via email, social, SMS, and push are all viable without an IDFA. Further, by implementing Universal Links via Kochava SmartLinks you can gain deterministic attribution on paid and owned reengagement. When a Universal Link hosted with Kochava directs a user into the app, the Kochava SDK can send back a Kochava click ID and Kochava device ID that can deterministically match in-app conversions back to the user’s click. 

Steps You Can Take:

• • • Create a multi-level owned media strategy. As iOS 14 rolls out, reengagement strategies will rely heavily on your audience segments curated from owned media sources. Contact your Kochava Client Success Manager to learn more about how tools like Engagement and SmartLinks can help you reengage your users. 
    • Implement iOS Universal Links with Kochava SmartLinks to gain deterministic attribution for engagement. 

 

Will deep linking & deferred deep linking still work?

Answer: Direct deep linking will not be impacted by iOS 14, as the context of the ad engagement is carried through the deep linking process directly into the app that’s already installed on the user’s device. Deferred deep linking is a bit different, as it relies on real-time attribution, returning the context of the ad engagement back to the app as the user first launches the app after install. The absence of the IDFA on a larger subset of users will mean that the attributions informing deferred deep linking will rely more often on probabilistic matching. While this increases the potential that the occasional user may be met with the incorrect deep link experience, attribution accuracy of 98% is still achievable with tightened lookback windows. This will help to preserve the proper deep link context in the great majority of user experiences. 

Steps You Can Take:

• • • Tighten attribution lookback windows, particularly on acquisition campaigns leveraging deferred deep linking. This will improve the accuracy of attribution that informs deep link context.
    • Implement iOS Universal Links with Kochava SmartLinks. When a Universal Link directs a user into the app, the Kochava SDK can send back a Kochava click ID and Kochava device ID that can deterministically match in-app conversions back to the ad click. 

 

Is ad fraud going to get worse on my iOS campaigns?

Answer: A greater volume of devices without IDFA will leave iOS campaigns more vulnerable to attribution fraud, where tactics like click flooding can game the system to steal credit for conversions. Kochava is uniquely qualified to protect you from these fraudulent tactics. Ensuring you take these preventative measures will help to alleviate your exposure to fraud. 

Steps You Can Take:

• • • Tighten probabilistic attribution lookback windows.
    • Implement Kochava Fraud Prevention:
      • Ensure the Global Fraud Blocklist is ON for your apps
      • Ask about our custom thresholding to tailor click-to-install ratio cut-offs, enhancing click flooding protection for your apps and campaigns. 
      • Reference the Kochava Traffic Index to find media partners with low fraud ratings historically.
      • As iOS 14 rolls out, keep watch on trends for your iOS apps in the Kochava Fraud Console.

 

I monetize on ads. What should I do?

Answer: If your primary business model is monetization through ads in your app, iOS 14 updates are likely to further reduce IDFA availability on a portion of your users. This will impact ad targeting, addressability, and very likely, the associated yields—likely causing a drop in your ad revenue potential. Start thinking about ways to incentivize your users to accept ad tracking. In addition, consider introducing an ads-free subscription-based monetization model. 

Steps You Can Take:

• • Develop compelling incentives for your users to accept app tracking to boost the availability of the IDFA—making your ad inventory more valuable to demand advertisers.
  • Consider introducing an ads-free subscription offering to users, diversifying your monetization strategy.

 

Identity and User Consent

---

Does iOS 14’s AppTrackingTransparency framework fulfill requirements for CCPA and GDPR?

Answer: Apple’s AppTrackingTransparency framework does not meet your compliance requirements for the California Consumer Privacy Act (CCPA) or the General Data Protection Regulations (GDPR) in Europe. Consult your legal counsel for questions on how these policy regulations apply to you. 

Steps You Can Take: 

• • • Implement a Consent Management Platform (see Intelligent Consent Manager).

 

How can I use Audience Enrichment & Identity Resolution for targeting?

Answer: Now is the time to build out holistic user profiles with mobile-first data against the IDFAs still associated with your customers’ devices. Onboard third-party enrichment data, such as demographics, interests and behaviors, and other attributes to help in future contextual targeting applications. Onboard hashed emails paired to your devices to prepare for potential addressability alternatives.

 

SKAdNetwork Specifics

---

What is SKAdNetwork and should I integrate with it?

Answer: In short, the SKAdNetwork is Apple’s answer to provide deterministic attribution, while protecting the privacy of individual users. Version 2.0, announced by Apple at this year’s Worldwide Developers Conference (WWDC) event, while adding new parameters, does not provide attribution to the granularity that Kochava delivers to its customers. One of the biggest limitations of SKAdNetwork is its lack of real-time feedback. Read the related blog post from our Director of Product. Many questions remain on the scope to which mobile measurement partners (MMPs) can integrate with the SKAdNetwork on behalf of their advertising clients. Kochava is in close communication with Apple and key partners on this front.  

Key shortcomings of SKAd that we know of to-date include: 

• No view-through attribution or impression visibility
• No row-level install or in-app conversion reporting (aggregated conversions only)
• No device ID or user-level visibility
• Campaign/creative tracking parameter limited to 100 values
• Lack of real-time postback signals for optimization
• Inability to perform multi-touch attribution with reporting of influencers
• Lack of clarity around attribution configurability

Kochava is in close communication with Apple and will be offering further details as more information becomes available. 

Steps You Can Take:

• • Communicate with your app developers on the implications of integrating SKAdNetwork within your app, and unpack the pros and cons. 
  • Reach out to your key media partners to find out their plans and timeline to support SKAdNetwork. 
  • If you monetize with in-app ads, contact your monetization partner to understand how they plan to integrate SKAdNetwork. 
  • Be on the lookout for updates from Kochava on SKAdNetwork support in our upcoming product roadmap. 

We’re here for you. If you have additional questions, contact your Client Success Manager or email support@kochava.com. 

Not currently a Kochava customer? Contact us.