June 11, 2021
As SKAdNetwork traffic continues to increase, selecting the most effective optimization strategy will become a key factor in establishing a successful campaign. Here at Moloco, we prioritize data-driven decisions to foster your businesses growth. Let us help guide you in that process by taking a look at the key insights of each optimization strategy.
With Apple’s iOS 14.5 introducing tighter constraints on personalized data tracking, some marketers may see value in an optimization strategy prioritizing driving the highest possible amount of conversion returns. While this method of operating does appeal to the logical instincts of advertisers angling to leverage conversion value (CV) post backs into measurable forecasting data, there are a few issues with this approach that need to be considered.
Conversely, advertisers looking to take advantage of a long-tailed marketing plan, will find great value in optimization strategies geared towards targeting the best users. These advertisers see the most value in identifying and converting high quality users as it directly impacts a campaign's general effectiveness. With these material advantages in mind, nimble advertisers will still need to be aware of the potential challenges this strategy may encounter due to iOS 14.5’s industry wide impact.
Here at Moloco, we pride ourselves on leveraging world class machine learning algorithms to funnel the best performing users to our clients. We strongly believe that these industry reverberations, initiated by the introduction of iOS 14.5, serve mostly as an opportunity to further guide our partners into equitable solutions. In order to navigate these shifting trends, we recommend advertisers take full advantage of the post back data that is available to them. With a quick analysis of this post back data we can infer that the provided conversion percentage values over total installs will give an accurate estimation of the conversion value ratio. Doing so will allow informed decisions to still take place regarding ad spend, even when facing missing conversion value data. To help navigate, we've provided a few key considerations to maximize growth goals for your campaigns:
Moloco will take every step to ensure event-driven data is accurate, fraud-free, and compliant with the latest Apple standards. Join forces with us to maximize your ROAS and engage high-quality audiences.
In this edition of Mobile Marketing Milestones, Moloco's Q&A series with mobile advertising and marketing leaders, we chatted with Ksenia Yurkina, Head of Marketing at Apptica. In this half-hour conversation, we cover how advertisers should be approaching their ad creatives, the best performing ad formats, and so much more. Check it out!
For even more insights on how e-commerce apps should approach their creative strategy for acquiring new app users, we sat down with Adam Widener, Creative Director at Moloco. Here are seven additional tips to consider.
This installment of Moloco's Mobile Marketing Milestones Q&A series features Muammer Ünal, Consultant at Mobile Action. In this 18-minute conversation, we cover the current state of iOS mobile advertising, how advertisers should be approaching their ad creatives, SKAdNetwork, and so much more.