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Paving the way to success without IDFA | Pocket Gamer.biz

Levi Matkins is the CEO of the programmatic marketing platform LifeStreet.

For several years it was written on the wall that targeting as we knew it was likely to change.

After Google announced that it would discontinue cookies in 2019, it became clear that IDFA could be abolished by Apple at any time.

But the end of IDFA wasn’t a disaster for app developers – they just had to adjust their mindset and strategies to keep engaging their audiences in the right way.

In this new era, the key is the quality of the audience app developers are presenting their content to – to ensure you reach the right people at the right time and frequency.

IDFA is dead – long live limited ad tracking

The industry saw major legislative changes in 2021, but gaming apps continued to grow.

Weekly consumer spending on mobile games grew 35% in the third quarter of 2021, with consumers downloading 13.5 billion new games via iOS (App Store) and Google Play in the third quarter of 2021.

Without IDFA, according to the Post-IDFA Alliance, which includes companies like InMobi, Chartboost, and Singular, only 36.5% of users opt for tracking, resulting in the majority of advertisers having to change their minds and not use -personalized ad traffic, formerly known as LAT (Limited Ad Tracking) traffic.

Leveraging non-personalized ad traffic from trusted publishers opens up a completely different set of users for advertisers.

There are still significant opportunities for marketers to tap into this potential trend and be successful.

It is important that marketers can no longer rely on unique identifiers. Instead, technology partners have developed innovative post-device ID strategies to identify target groups based on user interests and scale campaigns.

Leveraging non-personalized ad traffic from trusted publishers opens up a completely different set of users for advertisers.

Crucially, these users tend to be more tech-savvy – they understand the benefits of targeting relevant ads that match their interests and how to choose non-personalized targeting.

Big game players are already delivering results

LifeStreet began buying LAT traffic over five years ago, long before it was a buzzword in advertising technology and the IDFA was phased out. We simply saw an opportunity to capitalize on this untapped resource.

By studying LAT traffic and training our advertisers not to block it, we were able to work with data without IDFA, and advertisers who have already done so are now at an advantage.

It has certainly brought significant results to our game developers:

HUUUGE Games wanted more paying customers to improve the Day 7 ROAS for their Casino Slots Vegas 777 game.

Initial results showed that the LAT audience segment performed better than IDFA traffic.

Surprised, Huuuge decided to run two separate campaigns to split traffic and budget evenly between LAT and IDFA users. Compared to the IDFA campaign, the LAT campaign outperformed all KPIs. They achieved a 1.85 times higher pay rate among LAT payers in the US and worldwide.

They also achieved a 13.7 times higher global D7 ROAS and a 3.7 times higher US D7 ROAS.

Another mobile game developer released a cooking-themed game back in 2017 that has been very successful to this day.

However, in 2020, with more than 4 million apps on the Apple App Store and Google Play, attracting users who hadn’t yet installed the game was a huge challenge.

At LifeStreet, we recommended looking beyond IDFA traffic and instead looking for new players among those who selected LAT in their privacy settings.

Because of our machine learning skills, we were able to identify paying LAT users, which resulted in a cost-effective campaign.

Back then, these users were less in demand because advertisers were inexperienced with this unknown size. Because of our machine learning skills, we were able to identify paying LAT users, which resulted in a cost-effective campaign.

As a result, the LAT traffic campaign became one of the top performing campaigns in the game overall. LifeStreet’s ROAS performance and LAT campaign spend increased to the same level as LifeStreet’s non-LAT campaign.

Context signals have also been used to predict exactly the type of users who would be best suited to the game and most likely to make an in-app purchase.

Forward in the first world of privacy

Data protection is a growing concern for many consumers in all industries.

In the future, more rules and regulations protecting advertising technology are likely to come into play.

Therefore, it is important to understand the numerous benefits of using non-personalized ad traffic or LAT traffic as an alternative.

Six months after Apple’s IDFA changes, game apps are still seeing exceptional results, and these will continue to increase as experts begin to maximize the features available to them.

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