App Promotion Strategy

Programmatic app marketing in the post-IDFA age: Remerge launches dashboard with detailed insights for advertisers

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With Apple’s privateness replace to iOS 14.5, the cell app trade is present process one of many largest shake-ups because it started. Remerge, the Berlin-based main advert tech platform targeted on app advertising and marketing, has now launched a dashboard to maintain entrepreneurs on top of things with the post-IDFA adjustments going down on the earth of programmatic cell promoting on iOS.


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In an easy-to-read show up to date each day, Remerge’s dashboard compares numbers of bid requests with or with out consumer ID, CPM traits, an iOS model adoption timeline and SKAdNetwork-enabled visitors development, all at a rustic degree.

The post-IDFA dashboard is fuelled by an intensive pool of knowledge, due to Remerge’s connection to 26 supply-side platforms and infrastructure capability to course of 3.3 million bid requests per second.

“We welcome Apple’s push for higher privateness safety. On the similar time, we see the app advertising and marketing trade’s want for sound and up-to-date data on how the change is impacting all the ecosystem. Our dashboard supplies that information. We consider that the way forward for digital promoting will not be constructed on ID and we’re setting the course for a privacy-friendly programmatic promoting ecosystem,” says Pan Katsukis, co-founder and CEO of Remerge.

iOS 14 took 4 months to achieve 80 per cent adoption price
Within the case of bid requests, i.e. the provide of an SSP for an promoting house with the request to submit a bid to a DSP, the provision with consumer IDs continues to be excessive. ID-enabled bid requests embody all iOS customers on iOS14.4 or older, in addition to these on iOS14.5 who’ve agreed to opt-in monitoring. Accordingly, No-ID bid requests embody customers who opt-out of monitoring. In keeping with knowledge from Remerge, as much as 84 per cent of bid requests worldwide comprise consumer IDs, whereas bids with no consumer IDs account for 16 per cent proper earlier than the ATT launch date. In the USA, the hole is even smaller: right here, bids with no ID account for 20 per cent.

With the discharge of iOS 14.5, when opt-out will become the default setup, the ratio between ID-enabled and No-ID bid requests will improve additional in favour of No-ID.

After its launch date in mid September, 2021, iOS14 reached 80 per cent adoption price in 4 months worldwide, or 92 per cent in the USA at that time limit.

CPMs: No-ID iOS visitors as much as 42 per cent cheaper
At the moment, concentrating on No-ID customers is relatively cheaper than concentrating on ID-enabled customers, because the advertisements proven to the previous are much less tailor-made to their behaviour and pursuits. Mixed with the foundations of provide and demand and the trade’s desire to focus on ID-enabled customers, this results in a major value distinction: visitors with No-ID customers is on common 44 per cent cheaper worldwide, within the US, Remerge experiences 42 per cent cheaper CPMs for No-ID visitors.

SKAdNetwork-activated bid requests improve sharply, now at over 41 per cent
Bid requests for networks prepared for Apple’s aggregated attribution answer SKAdNetwork rose slowly at first after which jumped in all international locations on the finish of March, when Google switched from 5 per cent to 100  per cent SKAN-support. Adoption for SKAdNetwork-enabled No-ID requests had been low for the reason that starting of the 12 months, however is now already over 40 per cent because the trade strikes to this commonplace. Within the US, the adoption price rose to 41 per cent.