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<ul><li>One of the primary sources for app marketers to collect data is the Identifier for Advertisers (<keyword id="1026763" type="PERSON" weightage="20" keywordseo="IDFA">IDFA</keyword>) tracker but <keyword id="10404119" type="UNKNOWN" weightage="20" keywordseo="app-tracking-transparency">app Tracking Transparency</keyword> (ATT) updates by <keyword id="6354427" type="ORGANIZATION" weightage="20" keywordseo="apple">Apple</keyword> have limited that source.</li><li><keyword id="3247391" type="PERSON" weightage="20" keywordseo="Sanjay-Trisal">Sanjay Trisal</keyword>, General Manager of India, Southeast Asia, Australia, and New Zealand at <keyword id="2693878" type="PERSON" weightage="20" keywordseo="AppsFlyer">AppsFlyer</keyword> writes about its implications and a way to work around the ATT updates.</li></ul>Data is the ultimate source of information for all marketers to plan their marketing initiatives. One of the primary sources for app marketers to collect data is the Identifier for Advertisers (IDFA) tracker. IDFA is a string of random numbers/letters allocated to Apple mobile devices to track in-app events and activities. Hence, mobile advertisers use IDFA to deliver more personalized advertising. However, App Tracking Transparency (ATT) updates by Apple have now limited this source. ATT updates are inclined in favour of consumers making the privacy process more intuitive. It acts as a guideline for consumers, which concerns their data usage, and it gives a choice of whether to install it or not. Any newly downloaded app pops a message, asking for the user’s permission to enable IDFA tracking. Prior to the privacy updates, marketers had access to customer insights, which helped them measure the efficacy of an ad campaign and target different segments. With this new update, marketers fear limitations on user information. It is predicted that online advertising could become significantly less efficient because of the new constraints around tracking. Industry experts believe that budding businesses that shifted to a digital model will be affected by this new privacy policy owing to the pandemic. Let us draw how ATT updates will affect advertising and what measures app marketers can take to continue to achieve their goals amidst these restrictions. <cmsannotation type="cmsannotation" annotationid="Policy’s impact on measurement" text="Policy’s impact on measurement">Policy’s impact on measurement</cmsannotation> The changing dynamics: Marketers expect to see changes in the way they receive information and, in turn, target consumers. Without IDFA enabled, one might not be able to create efficient remarketing strategies across channels to analyze a customer’s in-app journey. This would not prohibit advertising, but it would limit ad personalisation. App-to-web and web-only platforms: App to web will be affected similarly as app-to-app. However, web-to-app and web-only or any owned media channels which do not use IDFA can continue to track data as they did before. Thus, marketers can always count on these platforms for their analysis. Since deferred deep links will have to rely on probabilistic models, marketers should be vigilant while maintaining the user experience. Android users: Nothing changes for Android mobile advertisers. As India accounts for a low percentage of Apple users; Android continues to dominate the market. However, in practicality, things might change for Android too. As Apple has started a revolution in user privacy, major supply partners will adapt to this change and might bring in products to overcome these challenges, which will have consequences not only on Android OS but the overall mobile marketing industry. <keyword id="11702406" type="UNKNOWN" weightage="20" keywordseo="skadnetwork">SKAdNetwork</keyword>: Apps looking to use more personal data, such as financial, food and drinks, gaming, and entertainment, search for a lower-than-average opt-in rate. For where an IDFA is not present, Apple has designed a solution that allows for permissionless, privacy-centric, aggregated attribution called the SKAdNetwork. This will enable marketers to measure the attribution of mobile advertising on iOS. <cmsannotation type="cmsannotation" annotationid="The solution" text="The solution">The solution</cmsannotation> The policy, undoubtedly, will bring tracking limitations that will impact the ability to identify the coordinates of the potential app users. For example, consider the scenario where a user in Mumbai gets served an ad for a company based in Nagpur. In this situation, the ad might get redirected to the local version of the website based on the customer’s location, and if a purchase is made, it wouldnot be adequately tracked. There would be similar problems faced with other kinds of tracking too. The following could be a few measures marketers can practice to improve marketing efficiency:  Internal audit of your partners: Conduct a thorough audit of your data best practices and ensure that you have no back doors where data might be leaked or compromised.  Strengthen your brand: Invest in brand advertising, whether digital or offline. The more your brand is known and trusted, the more likely users are to share data with you willingly in a trusting value exchange.  Continue to experiment: Continue to experiment and start with leveraging priming techniques like test and evolve your value proposition messaging before presenting users with the ATT consent form. By explaining to them how you will and will not use their data, you can gain their trust and increase the likelihood of opting in. Apple’s privacy-centric approach has brought about a revolution, and the consumers are in the driver’s seat. Hence, the digital era is now pushing businesses to be inclusive of customers' concerns. This shift is challenging but demands innovative solutions that will continue to cater to the audience without compromising on user experience quality.

Here is how to champion app marketing in the light of new ATT updates

Hello and welcome back to <keyword id="12009106" type="UNKNOWN" weightage="60" keywordseo="insider-advertising" source="Orion">Insider Advertising</keyword>, your weekly look at the biggest stories and trends affecting Madison Avenue and beyond. I'm Lara O'Reilly, Insider's media and <keyword id="11894120" type="UNKNOWN" weightage="100" keywordseo="advertising" source="Orion">advertising</keyword> editor. <a href="http://newsletter.businessinsider.com/join/4np/insider-advertising">If this was forwarded to you, sign up here.</a>I'm reading "<a href="https://www.amazon.com/Cult-We-WeWork-Start-Up-Delusion/dp/0008389381">The Cult of We</a>," <a href="https://www.businessinsider.com/wework-pitched-its-services-at-starbucks-offered-free-rent-2021-7?r=US&amp;IR=TIR=T">the incredible page-turner about WeWork</a> and how its charismatic cofounder Adam Neumann managed to convince a host of major investors that he had built an expansive tech platform deserving of a multibillion-dollar valuation, rather than a real-estate company. So you can imagine how my eyebrows arched when I read this week that Publicis Groupe wasn't merely an advertising holding company anymore; <a href="https://www.moreaboutadvertising.com/2021/09/publicis-says-its-now-a-platform-and-brings-in-sylvie-ouziel-to-make-it-work/?utm_source=rss&amp;utm_medium=rss&amp;utm_campaign=publicis-says-its-now-a-platform-and-brings-in-sylvie-ouziel-to-make-it-work&amp;utm_source=ActiveCampaign&amp;utm_medium=email&amp;utm_content=MAA+Daily+News&amp;utm_campaign=MAA+Daily+News_campaign=MAA+Daily+News">it's apparently shifting to become a platform now, too</a>. Make sure to let me know first when your agency pivots to the <a href="https://www.businessinsider.com/what-is-metaverse-facebook-mark-zuckerberg-roblox-animal-crossing-2021-8?r=US&amp;IR=TIR=T">metaverse</a>.Speaking of pivots, let's turn now to this week's big advertising news:<ul><li><a href="https://www.businessinsider.com/facebook-fixes-iphone-12-ad-measurement-bug-2021-8?r=US&amp;IR=TIR=T">Another Facebook measurement mishap</a></li><li><a href="https://www.businessinsider.com/ceo-andy-jassy-amazon-hire-55000-tech-jobs-2021-9?r=US&amp;IR=TIR=T">Amazon plans advertising hiring spree</a></li><li>Unilever's Degree on why it leaped straight out the blocks with its college-athlete campaign after the <a href="http://businessinsider.com/student-athletes-making-money-as-micro-and-nano-influencers-nil-2021-8?r=US&amp;IR=TIR=T">big college-athlete NIL rule change</a></li></ul><h3>Breaking SKAd</h3><keyword id="11892960" type="UNKNOWN" weightage="60" keywordseo="facebook" source="Orion">Facebook</keyword> told advertisers this week that <a href="https://www.businessinsider.com/facebook-fixes-iphone-12-ad-measurement-bug-2021-8?r=US&amp;IR=TIR=T">a "bug" in its measurement system</a> had caused it to undercount ad performance among some iPhone 12 users since February. The issue, which it fixed August 20, concerned app-install conversions and how Facebook interacts with Apple's privacy-focused measurement solution SKAdNetwork. Facebook said about 10% of total SKAdNetwork conversions were not reported.Unlike some of Facebook's measurement flubs in the past - which resulted in it offering <a href="https://www.wsj.com/articles/facebook-refunds-some-advertisers-after-finding-new-measurement-bug-1494954000">refunds</a> to affected advertisers and even being subject to <a href="https://www.businessinsider.com/facebook-lawsuit-claims-executives-kept-inflated-ad-metric-revenue-concern-2021-2?r=US&amp;IR=TIR=T">lawsuits</a> - the company isn't talking about make goods this time, as it was underplaying rather than overstating its performance.Still, a mobile ads expert, who asked to remain anonymous given their company's relationship with Facebook, told me: "I'd say this is a pretty big oops."They continued: "Even just calculating out the basic numbers of quarterly revenues and percentage of users on iPhone 12, this probably cost Facebook a ton of money - quite aside from frustrations of advertisers wondering why their campaign numbers seemed low."A question now being posited by some mobile marketing buffs is: If Facebook with all its resources - and <a href="https://www.businessinsider.com/apples-att-idfa-changes-are-disrupting-advertising-on-facebook-2021-5?r=US&amp;IR=TIR=T">very keen interest in the various machinations of Apple's new App Tracking Transparency changes</a> - had SKAdNetwork issues for such a long time, might other tech platforms and publishers have experienced post-iOS 14.5 measurement difficulties too?<h3>'Cause you're Amazon just the way you are</h3><div type="image" title="Andy Jassy" height="3456" width="5001" msid="85862792" hostid="261"></div>Amazon took a largely "<a href="https://www.wsj.com/articles/amazon-with-little-fanfare-emerges-as-an-advertising-giant-1543248561">slow and steady wins the race'' approach to the ads business</a> in its earlier years, but more recently <a href="https://www.businessinsider.com/inside-amazons-growing-ad-business-everything-we-know-2019-5?r=US&amp;IR=TIR=T">it's had its foot on the gas</a>, and it shows no signs of slowing. The company grew ad revenue by more than 50% to about $21 billion in 2020, growing its <a href="https://www.emarketer.com/content/amazon-s-share-of-us-digital-ad-market-surpassed-10-2020">share of the US digital ad market above 10%</a> for the first time.It's not stopping there. This week Amazon CEO <keyword id="11936944" type="UNKNOWN" weightage="60" keywordseo="andy-jassy" source="Orion">Andy Jassy</keyword> said in an interview that the company planned to <a href="https://www.businessinsider.com/ceo-andy-jassy-amazon-hire-55000-tech-jobs-2021-9?r=US&amp;IR=TIR=T">hire 55,000 people</a> in tech and corporate jobs worldwide, including a ramp-up in hiring in its advertising division.The company appears to be wasting no time. A cursory search on Amazon's careers page on Thursday turned up more than 1,900 job posts in Amazon's Advertising business category.Interested? Before you apply, make sure you read this report from Insider's Ashley Stewart and Eugene Kim. They spoke with insiders about <a href="https://www.businessinsider.com/amazons-escape-velocity-onboarding-rids-execs-of-former-workplaces-2021-8">Amazon's intense "Escape Velocity" executive-onboarding program</a>, designed to immerse top-level new hires in the company's culture.<h3>The 90-second slot</h3>In this semiregular corner of the <keyword id="11894123" type="UNKNOWN" weightage="60" keywordseo="newsletter" source="Orion">newsletter</keyword>, we bring you a rapid-fire, 90-second interview with the industry's most influential executives who are dominating the week's advertising news.This week, I spoke with Chiara Grillo, a senior marketing manager at the Unilever deodorant brand Degree. The NCAA lifted long-standing restrictions on July 1, finally <a href="https://www.businessinsider.com/student-athletes-making-money-as-micro-and-nano-influencers-nil-2021-8">allowing college athletes the rights to sell their name, image, and likeness</a> in endorsement deals with brands. Right away, Degree launched its <a href="https://www.adweek.com/brand-marketing/degrees-nil-program-offers-diverse-student-athletes-autonomy-over-their-own-image/">"Breaking Limits" campaign</a>, which features a roster of college athletes from a range of sports and universities. This week, Degree added five more college athletes to the squad, bringing the total to 19.<div type="image" title="degree deodorant breaking limits campaign" height="1080" width="1920" msid="85862793" hostid="261"></div>Other marketers might have adopted a wait-and-see approach when the NIL rules changed. Why did you dive straight in?Unilever and Degree have a very rich history of working with college sports, and we wanted to set up a positive precedent for working with and continuing to compensate fairly college athletes in terms of NIL. We wanted to move in as soon as it went into effect.How does Degree and Unilever's approach to working with college athletes differ from working with professional athletes?The same criteria stands for working with any athlete. There must be standing, there must be the kind of brands that might be a good fit, and they must have a platform. In this case that can really help inspire people to do more. Given that most college athletes do not have access to agents and they are definitely having their first experience partnering with brands, we took it upon ourselves to sit down with each of them on a one-to-one, ensuring that their parents, guardians [had resources] available to them.For instance, as part of our deal, on top of just making sure they're partnered with a brand, there's a mentorship program where they're exposed to more deeper, exciting challenges to help them as they go forward with their careers, potentially outside of sports. How are you measuring the success of this activity?We are committed to inspiring confidence in everyone to move more, and we are committed to using our scale to do more good. So really the main KPI here is that impact: How many people can we inspire with this program? That's why we're not asking these student-athletes to just go there and showcase a product and say how many hours it's effective for, but really to inspire people with the story of overcoming adversity - and their stories are absolutely incredible.<ul><li>Read more: <a href="https://www.businessinsider.com/student-athletes-making-money-as-micro-and-nano-influencers-nil-2021-8?r=US&amp;IR=TIR=T">How student-athletes are making money as micro and nano influencers with only a few thousand followers</a></li></ul><h3>Back to the old skool</h3>The Delta coronavirus variant <a href="https://www.businessinsider.com/teachers-covid-exhausted-school-delta-variant-burnout-2021-8">continues to bring uncertainty to exactly what "back to school"</a> is meant to look like this year. And that's not to mention the ongoing supply-chain issues that have been making <a href="https://www.wsj.com/articles/delta-variant-clouds-back-to-school-shopping-plans-11628501401">some items tricky to find in stores</a>.Still, data from ad-analytics platform AdImpact shows that overall, more back-to-school ads are running on TV this year than last, with most advertisers in the sector presumably predicting <a href="https://www.businessinsider.com/back-to-school-season-spending-starts-early-higher-2021-7">pent-up demand</a> for stationery and lunchboxes as many kids are getting back in the classroom. AdImpact tracked the volume of ad airings across broadcast and cable TV.<div type="image" title="Stacked bar chart of US back-to-school advertisers from 2020 to 2021 with Kohls and JC Penney in the lead" height="1620" width="1240" msid="85862794" hostid="261"></div><h3>Recommended reading</h3>The Media Rating Council suspended its accreditation of Nielsen's national TV ratings service - <a href="https://www.businessinsider.com/procter-gamble-and-anheuser-busch-skeptical-of-nbcuniversal-replacing-nielsen-2021-8?r=US&amp;IR=TIR=T">Insider</a>The cryptocurrency platform Coinbase named the Facebook veteran Kate Rouch as its chief marketing officer - <a href="https://www.businessinsider.com/coinbase-poaches-facebook-vet-kate-rouch-as-its-cmo-2021-8?r=US&amp;IR=TIR=T">Insider</a>A profile of Kirk McDonald, who will soon hit his first anniversary as North America CEO of WPP's GroupM - <a href="https://digiday.com/media/to-groupm-n-a-ceo-kirk-mcdonald-everythings-a-rubiks-cube-waiting-to-be-solved/">Digiday</a>Meet the 15 power players of streaming-video marketing, from Netflix's CMO to the teams at Disney+ and HBO Max - <a href="https://www.businessinsider.com/top-marketing-leaders-at-netflix-disney-other-streaming-services-2021-8?r=US&amp;IR=TIR=T">Insider</a>Four members of Congress asked the Justice Department to launch a criminal investigation into whether Facebook and Google's "<a href="https://www.businessinsider.com/5-highlights-from-the-texas-ag-antitrust-case-versus-google-2021-4?r=US&amp;IR=TIR=T">Jedi Blue</a>" advertising pact violated antitrust laws - <a href="https://www.barrons.com/articles/elizabeth-warren-urges-justice-department-to-investigate-google-facebook-ad-deal-51630527320">Barron's</a>LinkedIn Stories, we hardly knew ye! LinkedIn told marketers this week it plans to discontinue its Stories feature merely a year after first bringing it to the platform - <a href="https://adage.com/article/digital-marketing-ad-tech-news/linkedin-tells-advertisers-it-shutting-down-stories-videos/2361766">Ad Age</a>See you next Thursday - Lara

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Here is how to champion app marketing in the light of new ATT updates

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