liftoff.io

Last June, upon Apple announcing the pending release of privacy features that would significantly limit access to IDFA on iOS for advertising purposes, Liftoff took the step of buying large amounts of non-personalized “Limit Ad Tracking” (LAT) traffic on behalf of our customers. For those not familiar, iOS users have the ability to disable viewing of personalized ads, aka limit ad tracking, on their phone via the Settings app, which essentially hides their device ID (IDFA) from advertisers. The result is, even prior to the release of iOS 14.5 and the App Tracking Transparency framework, there are already a large number of iOS users not sharing their device ID with advertisers. Below are a series of case studies we published examining performance of non-personalized, non-IDFA LAT traffic on iOS.

Jongrim Angela Kim is Liftoff’s first Sales employee, who joined when we opened the Seoul office in 2019. * My colleague June Choi and I opened Liftoff’s Korea office together and welcomed various colleagues who visited. * Held a launch party to host potential clients—alongside Shiraz Kabir, Liftoff’s Head of APAC Sales, and Phil Gontier, our VP of International. Any potential new member in Korea should expect to be part of a fast-paced business that grows quickly, where we work hard and play even harder!

However, the reality is most performance marketers are evaluated on quantitative metrics, such as Return on Ad Spend (ROAS) or Customer Acquisition Cost (CAC) that do not account for contributions made towards brand building. Is the user experience consistent within the ad, app store listing, product onboarding, and actual product? Given the increased prevalence of automation in targeting (i.e. Facebook’s Automated App Ads), you must design ads reaching your desired audience and not solely existing customer profiles. Clear KPIs are instrumental in advertising, but brand marketing metrics must also be represented when evaluating an ad or campaign’s performance.

On iOS 14.4 and below, if an app wants to re-engage an existing user base, they can simply upload a device ID (IDFA) list and run a campaign to serve re-engagement ads to those users. Apple’s SK AdNetwork (SKAN) will become the primary attribution framework for iOS 14.5+ devices and will not pass user level information including IDFA Now iOS 14.5 hasn’t kicked in yet so keep on running your iOS re-engagement campaigns while you still have access to IDFA. When iOS 14.5 kicks in, you’ll want to gradually scale down your re-engagement campaigns as inventory transitions to SKAN (we recommend you shifting your budget to iOS UA campaigns)