What Does Apple’s Limit Ad Tracking Mean for App Marketers?
While many of the iOS 10 updates pertain to expanding developer capabilities and improving the experience for users, one of the changes Apple is including with iOS 10 will likely have a significant, negative impact on app marketers.
Feature Image Credit: Apple.com
In iOS 10, Apple will allow users to activate “limit ad tracking” mode, wherein an ID required to track and attribute installs (IDFA — Identifier for Advertising) will be blocked from showing to advertisers.
Adjust, a popular Mobile Measurement Partner pegs the percentage of users with limit ad tracking on to be around 13%.
Thankfully, Adjust has a backup system called “fingerprinting,” which can help continue attributing app install campaigns that allow the advertiser to direct users to a URL in order to install an app. Yet fingerprinting require users to be directed to an intermediary, Adjust tracker URL before moving on to the app store to install the app (Adjust fingerprints the app first when a user’s device opens the tracker URL and again once the app is installed and Adjust’s SDK is activated on that device).
However, several main app install platforms do not support fingerprinting, listed below:
