{"id":38007,"date":"2021-04-26T10:23:29","date_gmt":"2021-04-26T17:23:29","guid":{"rendered":"https:\/\/www.kochava.com\/?p=38007"},"modified":"2022-08-18T14:36:37","modified_gmt":"2022-08-18T21:36:37","slug":"ios-14-5-is-here-now-what","status":"publish","type":"post","link":"https:\/\/www.kochava.com\/ko\/blog\/ios-14-5-is-here-now-what\/","title":{"rendered":"iOS 14.5 is Here. Now What?"},"content":{"rendered":"[vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\r\n

Surveying the true impact of the AppTrackingTransparency (ATT) framework<\/h2>\r\n[\/vc_column_text][divider line_type=”No Line”][vc_column_text]Ready or not, iOS 14.5 has finally arrived. While the anticipation is at an end, it\u2019s safe to say most app developers and marketers aren\u2019t breathing a sigh of relief. We should all expect a bumpy road ahead as the industry adapts to the full impact of the ATT framework.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1619456509384{border-top-width: 2px !important;border-right-width: 2px !important;border-bottom-width: 2px !important;border-left-width: 2px !important;padding-top: 20px !important;padding-right: 10px !important;padding-bottom: 20px !important;padding-left: 10px !important;border-left-color: #03b3e3 !important;border-left-style: solid !important;border-right-color: #03b3e3 !important;border-right-style: solid !important;border-top-color: #03b3e3 !important;border-top-style: solid !important;border-bottom-color: #03b3e3 !important;border-bottom-style: solid !important;}”]\r\n

Still not ready?<\/strong><\/h3>\r\n

Check out our <\/span>iOS 14.5 Final Launch Checklist<\/span><\/a><\/p>\r\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1619462773317{padding-top: 20px !important;}”]Here are some key questions that linger at this moment.\u00a0\u00a0<\/span>\r\n

1.) How fast will iOS users update to iOS 14.5?<\/h4>\r\nFrom prior iOS updates, Kochava observes about 60% of total iOS devices update within the first 30 days of a new release. A portion of your audience is likely to remain on older iOS 14 and even iOS 13 versions for weeks and months to come.\u00a0<\/span>\r\n

2.) Will the average ATT opt-in rate of 41% hold?<\/h4>\r\nFrom apps that implemented ATT ahead of iOS 14.5, we have witnessed a fairly steady, average opt-in rate of 41%, with variations across different app verticals and categories. We will be closely monitoring changing trends with the broader rollout and provide insights as they become available.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”35981″ animation=”Fade In” hover_animation=”none” alignment=”right” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”75%” max_width_mobile=”default”][\/vc_column][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/2″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\r\n

Average Opt-In Rate through ATT\r\n<\/span>(For the week ending April 23<\/span>rd<\/span>, 2021)<\/span><\/h4>\r\n

41%<\/strong><\/p>\r\n[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\r\n

3.) Will SKAdNetwork adoption skyrocket?<\/h4>\r\nMany advertisers still aren\u2019t ready for SKAdNetwork, and the same could be said for many publishers and ad networks. Will that rapidly change as more users start opting out through the ATT framework, which in turn will sideline attribution insights, except for those available through SKAdNetwork? Advertiser demand for SKAdNetwork-ready inventory will certainly be a key driving force in adoption.\u00a0<\/span>\r\n\r\nThe below graphics highlight attribution options in instances of user <\/span>opt-in<\/b> and <\/span>opt-out<\/b> through the ATT framework, and showcase just how important the SKAdNetwork will be.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text css=”.vc_custom_1619463264758{padding-bottom: 20px !important;}”]\r\n

Attribution flows with the user opt-in<\/span><\/h3>\r\n[\/vc_column_text][image_with_animation image_url=”36883″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][vc_column_text css=”.vc_custom_1619463256207{padding-bottom: 20px !important;}”]\r\n

Attribution flows with the user opt-out<\/span><\/h3>\r\n[\/vc_column_text][image_with_animation image_url=”36898″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]If you\u2019re not ready for SKAdNetwork yet, contact your Client Success Manager or email <\/span>support@kochava.com<\/span><\/a> to fast track setup of Kochava <\/span>SKAdNetwork solutions<\/span><\/a>.<\/span>\r\n\r\nSKAdNetwork-ready media partners can be found through our <\/span>SKAdNetwork Partner Certification program<\/span><\/a>.\u00a0<\/span>\r\n

4.) What performance fluctuations should advertisers expect?<\/h4>\r\nExact percentages are elusive at this moment but expect to see a downturn in overall attributed volumes.\u00a0<\/span>\r\n\r\nRemember that IDFA-based deterministic attribution is ONLY available when the user has opted-in to tracking in both the source app where the ad was served and the advertiser app where the conversion takes place. As ATT implementation broadens, we should get a better understanding of the frequency of this scenario, but, needless to say, deterministic attributions to in-app media will decrease.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”38032″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][divider line_type=”No Line”][vc_column_text css=”.vc_custom_1619463669233{padding-top: 30px !important;}”]In instances where ads are served in mobile web, where the ATT framework is unavailable, probabilistic attribution can ONLY be utilized when the user opts-in to tracking. If the user opts-out, probabilistic attribution is not allowed, and SKAdNetwork is unavailable. Advertisers should expect a drop in probabilistic attributions to mobile web channels.\u00a0<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_spacing=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_shadow=”none” column_border_radius=”none” column_link_target=”_self” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” tablet_text_alignment=”default” phone_text_alignment=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][image_with_animation image_url=”38033″ animation=”Fade In” hover_animation=”none” alignment=”center” border_radius=”none” box_shadow=”none” image_loading=”default” max_width=”100%” max_width_mobile=”default”][divider line_type=”No Line”][vc_column_text css=”.vc_custom_1621897292979{padding-top: 20px !important;}”]To overcome this mobile web chasm, some advertisers are considering driving traffic to their mobile website instead of their mobile app. Smart app banners can later be utilized to drive those mobile web users into the app in an owned media context.\u00a0<\/span>\r\n

5.) Will we see more App Store rejections?<\/h4>\r\nRemember those early Spring App Store rejections that caused alarm (<\/span>see related blog<\/span><\/a>)? While many partners, Kochava included, are adhering to Apple\u2019s <\/span>user privacy and data use policy<\/span><\/a>, there are still some that are taking questionable liberties with their interpretations. Our educated hypothesis is that based on what Apple has said and done to date, more App Store rejections will follow.\u00a0<\/span>\r\n\r\nDo you have other questions about iOS 14.5, the ATT framework, or SKAdNetwork? We\u2019re here to help. Visit our <\/span>iOS 14 resource center<\/span><\/a> or <\/span>contact us<\/span><\/a>. <\/span>[\/vc_column_text][\/vc_column][\/vc_row]","protected":false},"excerpt":{"rendered":"

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