Aonic

App Advertising, Targeting und Tracking der Zukunft

The advertising ecosystem is shifting due to strong privacy moves and platform-led restrictions in the app space. The piece centers on Apple’s iOS 14.5 App Tracking Transparency (ATT) and the anticipated restrictions on IDFA use, with expectations that Google may follow on Android. In Germany, iOS users account for about 30% of the market, which could reduce reach for retargeting, complicate reporting, and raise costs. Advertisers are urged to boost IDFA opt-in rates and diversify into contextual, environment-based, and first-party targeting, including identity approaches such as household graphs or cookieless graphs. Ogury advocates an environment-first targeting method augmented by past data, while Remerge cautions that true retargeting without IDs is difficult under current policies and relies on Incrementality testing. Apple’s SKAdNetwork provides attribution with data aggregation and delays (24 hours post-install, up to 72 hours for in-app actions), impacting optimization. GDPR compliance remains uncertain with divergent regulatory guidance across countries.

Apple-Consent zum Tracking: App-Marketing-Apokalypse oder nicht?

Apple plans to limit app-tracking on iOS by introducing a per-app runtime consent prompt for access to the IDFA, effective in spring 2021. The IDFA underpins personalized advertising in apps, and Apple’s prompt is expected to make targeting, tracking, and frequency capping harder if users opt out. The change has sparked mixed industry reactions, with some predicting an apocalypse for ad monetization and others seeing manageable adaptation. US organizations have written to Apple urging to block or delay the feature. Experts foresee a period of adjustment, possible CPM declines on iOS, and greater value for IDFA-enabled traffic; consent may require GDPR-compliant CMPs (e.g., IAB-based on TCf 2.0) and carefully staged in-app dialogs to preserve UX. Implementing consent is seen as technically challenging, with guidance emphasizing clear app-UX, opt-in flows, and communications that free apps may rely on consent for personalized ads.

Profitiert Mobile Advertising vom Schwinden des Third-Party Cookies?

The article discusses the decline of third-party cookies and the regulatory and browser changes threatening cookie-based targeting, suggesting advertisers may increasingly invest in mobile advertising, especially in-app, where tracking is less cookie-reliant. It notes Google's plan to retire third-party cookies in about two years in favor of Privacy Sandbox, after Firefox and Safari already blocked cookies. The German mobile ad market is reviewed: 2019 online advertising spend in Germany was about €8.5 billion, with mobile advertising (web and in-app) at €1.28 billion and projected to exceed €2 billion by 2023. Bitkom data from 2018 put the in-app advertising market at €276 million (excluding Facebook). Industry voices expect continued growth in mobile, with a shift toward device IDs, first-party data, and contextual advertising; some anticipate a potential new market standard based on device or browser IDs (e.g., IDFA/AAID). In-app advertising is positioned to benefit from cookie deprecation, though long-term targeting may become more constrained.