Our industry is a changing at a fast and furious pace. Artificial intelligence, voice search, augmented reality… the list is never-ending – and it’s constantly growing.
It’s nearly impossible to keep up with the pace, and it doesn’t help matters when bigwigs like Apple throw major tech updates our way.
We know you barely have time to brush your teeth in the morning, so let us save you some time by addressing the top FAQs we’ve received about the iOS 11 updates:
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How will iOS 11 updates impact Magnetic’s targeting capabilities?
Breathe freely – campaigns that use Magnetic optimization technology will see little-to-no impact on performance. Magnetic’s models were updated to account for new restrictions shortly after Apple’s initial announcement last year, and our tests show that we can successfully identify and target the vast majority of users across desktop, mobile web, and mobile apps.
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Little-to-no impact? How is that possible?
Our cross-device graph allows us to identify and reach users across multiple browsers and devices. Despite reduced reach on Safari, Magnetic will be able to sustain the reach and frequency needed to achieve your campaign goals.
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What about site retargeting?
If you’re running a pure site retargeting campaign (i.e. not coupled with search retargeting/prospecting, etc), you can expect a slight-to-moderate decrease in reach and a small increase in CPM as inventory narrows.
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What is Magnetic doing to stay ahead of iOS updates like this one?
Our continued investment in our cross-device technology will be of great value here. For example, we’ll be complementing our probabilistic and deterministic cross-device mapping with device fingerprinting in the near future. Device fingerprinting creates a unique user ID based on the physical characteristics of the device, so Magnetic will be able to target that user ID instead of relying on Safari cookies.
Heads up… if your other partners claim they can circumvent issues by relying solely on Apple’s device IDs (IDFA), make sure you dig in and learn more. Although available, ~15% of iOS users opt to turn-off this tracking, so it’s not a solid stand-alone solution.
Still too much info? Here’s the TLDR:
- Expect little-to-no impact on your Magnetic ad campaigns.
- If you’re running a pure site retargeting campaign, you may see a slight-to-moderate dip in reach and slightly higher CPMs since there’s less inventory available
Have more questions about the iOS 11 updates? Contact us so we can put your mind at ease.