IDFA, a regulated advertising tracker whose existence is not threatened
Posted: Sun Dec 22, 2024 6:10 am
Apple's introduction of the ATT pop-up for IDFA collection could paradoxically have saved the existence of this advertising tracker, whose existence is not threatened, unlike that of the third-party cookie in the web universe.
The digital advertising industry is flourishing but it suffers from legal and technical instability, which complicates the daily lives of many professionals.
In recent weeks, digital media have updated their “Consent Management philippine whatsapp number Platform” in order to strictly apply the instructions of the GDPR and the CNIL regarding the collection of advertising cookies.
And for a few days now, it's the in-App universe, particularly on iOS, that has had to resolve to accept the new ATT consent pop-up, implemented by Apple, to collect IDFAs, "application cookies", essential for any targeted advertising.
While the parallel between the web and applications is tempting, the situation is very different because the third-party cookie, the web tracker, is condemned, while despite the constraints, the Advertising ID, the "application cookie", seems on the contrary to be protected.
Indeed, after Mozilla's DoNotTrack or Apple's ITP on Safari, it is Google's turn, whose Chrome software captures more than two-thirds of the browser market, to announce the end of support for third-party cookies as of 2022 as part of its "privacy sandbox". In concrete terms, individual targeting on the open web will soon be impossible, leaving advertisers with only the options of grouped advertising ("cohorts") or of course logged environments like those of GAFAs, but which also offer simple anonymous segments to their advertisers.
Conversely, neither Apple nor Google have announced their intention to eliminate the Advertising ID, the "app cookie", in the short or medium term. Paradoxically, Apple's ATT initiative seems to have saved the existence of this identifier, which allows individual targeting in the in-app universe.
"While some programmatic players have bet everything on the cookie, others, from mobile, have been working for almost 10 years with advertising ID – IDFA on iOS or Android ID – and are thus able to individually target mobile users, for awareness campaigns, online traffic generation, or even drive to store." explains Thomas Fagot, founder of Mobsuccess.com , in an article published this week in E-marketing.
And don't think that this option is just a consolation prize for advertisers. According to Médiamétrie, more than 70% of media time is now consumed on mobile. And on smartphones, it is precisely the application environment that represents 90% of screen time.
This reality unfortunately does not appear in the rankings of the SRI E-Pub observatory, which does not break down screen time between mobile web and applications, but appears in the background in the ACPM rankings, with visits already made at 51% "in-app".
If the future of advertising is "cookie-less", it is also "mobile first" or even "app first", an environment which should on the contrary retain its individual identifier, which should allow advertisers to better target their campaigns, but also publishers to better monetize these inventories.
The digital advertising industry is flourishing but it suffers from legal and technical instability, which complicates the daily lives of many professionals.
In recent weeks, digital media have updated their “Consent Management philippine whatsapp number Platform” in order to strictly apply the instructions of the GDPR and the CNIL regarding the collection of advertising cookies.
And for a few days now, it's the in-App universe, particularly on iOS, that has had to resolve to accept the new ATT consent pop-up, implemented by Apple, to collect IDFAs, "application cookies", essential for any targeted advertising.
While the parallel between the web and applications is tempting, the situation is very different because the third-party cookie, the web tracker, is condemned, while despite the constraints, the Advertising ID, the "application cookie", seems on the contrary to be protected.
Indeed, after Mozilla's DoNotTrack or Apple's ITP on Safari, it is Google's turn, whose Chrome software captures more than two-thirds of the browser market, to announce the end of support for third-party cookies as of 2022 as part of its "privacy sandbox". In concrete terms, individual targeting on the open web will soon be impossible, leaving advertisers with only the options of grouped advertising ("cohorts") or of course logged environments like those of GAFAs, but which also offer simple anonymous segments to their advertisers.
Conversely, neither Apple nor Google have announced their intention to eliminate the Advertising ID, the "app cookie", in the short or medium term. Paradoxically, Apple's ATT initiative seems to have saved the existence of this identifier, which allows individual targeting in the in-app universe.
"While some programmatic players have bet everything on the cookie, others, from mobile, have been working for almost 10 years with advertising ID – IDFA on iOS or Android ID – and are thus able to individually target mobile users, for awareness campaigns, online traffic generation, or even drive to store." explains Thomas Fagot, founder of Mobsuccess.com , in an article published this week in E-marketing.
And don't think that this option is just a consolation prize for advertisers. According to Médiamétrie, more than 70% of media time is now consumed on mobile. And on smartphones, it is precisely the application environment that represents 90% of screen time.
This reality unfortunately does not appear in the rankings of the SRI E-Pub observatory, which does not break down screen time between mobile web and applications, but appears in the background in the ACPM rankings, with visits already made at 51% "in-app".
If the future of advertising is "cookie-less", it is also "mobile first" or even "app first", an environment which should on the contrary retain its individual identifier, which should allow advertisers to better target their campaigns, but also publishers to better monetize these inventories.