So TextNow started testing alternate IDs, turning to InMobi’s UnifID and LiveRamp’s Authenticated Traffic Solution (ATS) and RampID. The post-ATT results weren’t catastrophic for TextNow’s ad business, but its iOS app entered “a sustained period of limited growth” as a result of the ATT changes in the iOS 14 update, Thor said. “As users are given more choice, and as data policies and privacy laws become more strict, we need to invest in solutions that will allow us to monetize our users in privacy-safe ways and mitigate the impact of addressability concerns caused by the disappearance of identifiers,” Thor said. After Apple rolled out the tracking prompt, TextNow felt a “substantial impact” that accelerated opt-out rates, Thor said. And the impending Privacy Sandbox changes for Android will entirely phase out Google’s ad ID by 2024.īefore ATT, about 30% of TextNow users opted out of providing their IDFA, which the company considered lower than the norm. Following Apple’s AppTrackingTransparency (ATT) initiative, more iOS users are opting out of allowing their device ID – known on Apple platforms as IDFA – to be used for ad targeting.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |