I-Apple iOS 14: Idatha yabucala kunye ne-IDFA yeArmagedon

IDFA iArmagedon

Kwi-WWDC kulo nyaka, u-Apple ubhengeze ukwehla kwe-ID yabasebenzisi be-iOS (IDFA) ngokukhutshwa kwe-iOS 14. Ngaphandle kwamathandabuzo, olu lolona tshintsho lukhulu kwinkqubo yentengiso ye-ecosystem kule minyaka ili-10 idlulileyo. Kwishishini lezentengiso, ukususwa kwe-IDFA kuya kunyusa kwaye kusenokwenzeka ukuba zivale iinkampani, ngelixa zisenza ithuba elihle kwabanye.

Ngenxa yobukhulu bolu tshintsho, bendicinga ukuba kuya kuba luncedo ukwenza umjikelo kwaye sabelane ngokucinga kwezinye zeengqondo zethu eziqaqambileyo zeshishini.

Yintoni etshintsha nge-iOS 14?

Ukuqhubela phambili nge-iOS 14, abasebenzisi baya kubuzwa ukuba bafuna ukulandelelwa yinkqubo. Olu lutshintsho olukhulu oluya kuchaphazela zonke iindawo zentengiso yeapp. Ngokuvumela abasebenzisi ukwala ukulandela umkhondo, kuya kunciphisa inani ledatha eliqokelelweyo, ligcina ubumfihlo babasebenzisi.

U-Apple ukwathe kuya kufuna ukuba abaphuhlisi beapp bazibike ngokwabo iintlobo zeemvume ezicela izicelo zabo. Oku kuyakuphucula ukungafihli. Ukuvumela umsebenzisi ukuba azi ukuba loluphi uhlobo lwedatha abanokuthi banikezele ngayo ukuze basebenzise usetyenziso. Iya kuchaza nokuba idatha eqokelelweyo inokulandelwa njani ngaphandle kweapp.

Nazi ezinye iiNkokeli zoShishino ekufuneka zithethile malunga neempembelelo

Sisazama ukuqonda ukuba olu tshintsho [luhlaziyo lwabucala lwe-iOS 14] luza kujongeka kanjani kwaye luza kuba nefuthe njani kuthi nakwimizi-mveliso yonke, kodwa okona kuncinci, kuya kwenza kube nzima kubaphuhlisi beapp kunye nabanye khula usebenzisa iintengiso kuFacebook nakwezinye iindawo… Uluvo lwethu kukuba u-Facebook kunye neentengiso ekujoliswe kuzo ziluncedo kumashishini amancinci, ngakumbi ngexesha le-COVID, kwaye sinenkxalabo yokuba imigaqo-nkqubo yeqonga elinoburhalarhume iyakusika kuloo mzila wobomi ngexesha xa kunjalo kubalulekile ekukhuleni kwamashishini amancinci kunye nokuchacha.

UDavid Wehner, uCFO kuFacebook

Asicingi ukuba ukuprintwa kweminwe kuzakuphumelela kuvavanyo lwe-Apple. Ngendlela, ukucacisa nje, ngalo lonke ixesha ndithetha into ngendlela engenakulindeleka, oko akuthethi ukuba andiyithandi loo ndlela. Ndinqwenela ukuba isebenze, kodwa andiqondi ukuba ingaphumelela uvavanyo lwe-Apple sniff… U-Apple wathi, 'Ukuba wenza nayiphi na indlela yokulandela umkhondo kunye nokuprintwa kweminwe kuyinxalenye yayo, kuya kufuneka usebenzise i-pop up yethu ...

UGadi Eliashiv, CEO, Isinye

Amaqela amaninzi kwinkqubo yentengiso yendalo kuya kufuneka ukuba afumane iindlela ezintsha zokubonelela ngexabiso. Nokuba kukunikezela, ukuphinda ujonge phambili, intengiso yenkqubo, i-ROAS esekwe ngokuzenzekelayo - konke oku kuya kuba yinto engacacanga ncam kwaye sele ubona amalinge abanye babanikezeli bokufumana iziqubulo ezithandekayo kunye nokuvavanya umdla kwicala lomthengisi ngeendlela ezintsha ezinobungozi ukwenza ishishini ngokungathi akwenzekanga nto.

Ngokwam, ndiyathemba ukuba kwixesha elifutshane siza kubona ukwehla kwimivuzo ephezulu kwimidlalo eqhelekileyo, kodwa andikuboni ukufa kwabo. Baza kuba nakho ukuthenga nexabiso eliphantsi kwaye njengoko kugxilwe kubo kukuthenga kungajoliswanga, baya kulungelelanisa amabhidi abo ngokuchasene neengeniso zabo ezilindelweyo. Njengoko ii-CPMs ziyehla, lo mdlalo wevolumu unokukwazi ukusebenza, nangona ungeniso oluncinci lomgca ophezulu. Ukuba ingeniso inkulu ngokwaneleyo ukuba ibonwe. Kwinqanaba eliphakathi, embindini, kunye nemidlalo yekhasino kwezentlalo, sinokubona amaxesha anzima: Akusayi kuphinda kubuyiselwe umva kwiminenga, akusayi kuphinda kuthengwe imithombo yeendaba ye-ROAS. Kodwa masijongane nayo: indlela esasiyithenga ngayo imithombo yeendaba yayihlala inokwenzeka. Ngelishwa, ngoku umngcipheko uza kunyuka ngokubonakalayo kwaye siya kuba neempawu ezimbalwa kakhulu zokuphendula ngokukhawuleza. Abanye baya kuthatha umngcipheko, abanye baya kulumka. Kuvakala njengelothari?

UOliver Kern, iGosa eliyiNtloko lezoRhwebo e-Nottingham-based Lockwood Publishing

Siza kufumana kuphela iipesenti ezili-10 zabantu zokunika imvume, kodwa ukuba sifumana i-10% elungileyo, mhlawumbi asifuni ngaphezulu. Ndiyathetha, ngomhla we-7 ulahlekelwe ngama-80-90% wabasebenzisi nangayiphi na indlela. Into ekufuneka uyifundile apho i-10% ivela khona… ukuba unokufumana imvume kubo bonke abantu abahlawulayo, uya kuba nakho ukwenza imephu apho bavela khona kwaye wandise ngakumbi ukuya kwezo ndawo zibekiweyo.

Abapapashi banokuya emva kwemidlalo engaqhelekanga okanye bakhe iiapps zehabhu. Isicwangciso kukufumana iiapps eziguqula kakhulu (ukuguqula ukufaka), ukuqhuba abasebenzisi ngexabiso eliphantsi, emva koko uthumele abo basebenzisi kwiimveliso zokwenza imali ezingcono. Into enokwenzeka kukuba ungasebenzisa i-IDFV ukujolisa kwabo basebenzisi… Sisicwangciso esihle sokuphinda ujonge abasebenzisi. Unokusebenzisa i-DSP yangaphakathi ukwenza loo nto, ngakumbi ukuba uneapps ezininzi kudidi olunye, njengeeapps zekhasino. Ngapha koko, ayifanelanga ukuba yinkqubo yokudlala: nayiphi na usetyenziso okanye usetyenziso olunokusebenza ngokude ube une-IDFV esemthethweni.

UNebo Radovic, uLawulo lokuKhula, N3TWORK

I-Apple yazisa ngesakhelo se-AppTrackingTransparency (ATT) esilawula ukufikelela kwi-IDFA ngemvume yomsebenzisi efunekayo. U-Apple ukwacacisile ukukhululwa kwesi sikhokelo esinokubonelela ngesakhono sokunikezelwa njengoko kunjalo namhlanje. Siyakholelwa ekubeni ukugxila kwesi sikhokelo kunye nokwenza izixhobo ngaphakathi kwale mithetho yeyona ndlela iphambili- kodwa ngaphambi kokuntywila koku, masijonge esinye isisombululo esinokubakho. Rhoqo kukhankanywa impefumlo efanayo, i-SKAdNetwork (i-SKA) yindlela eyahluke mpela ekunikezelweni okususa idatha yenqanaba lomsebenzisi ngokupheleleyo. Ayisiyiyo loo nto kuphela, kodwa ikwabeka umthwalo wempawu kwiqonga ngokwalo.

Lungisa kunye nezinye ii-MMPs ngoku zisebenza kwizisombululo ze-cryptographic zisebenzisa iindlela ezinje nge-zero-ulwazi theorems ezinokuthi zisivumele ukuba sibonakalise ngaphandle kokuhambisa i-IDFA kwisixhobo. Ngelixa oku kunokuba ngumceli mngeni ukuba kufuneka sisebenzise isixhobo kumthombo kunye nokujolisa kusetyenziso, kulula ukucinga isisombululo ukuba sivunyelwe ukufumana i-IDFA kwi-app yomthombo kwaye kufuneka senze into efanayo kwisixhobo kwi Inkqubo ekujoliswe kuyo… Sikholelwa ekubeni ukufumana imvume kwi-app yolwazi kunye nezixhobo ezikwi-app ekujoliswe kuyo kunokuba yeyona ndlela isebenzayo kumgangatho womsebenzisi kwi-iOS14. ”

UPaul H. Müller, uMseki weNtsebenziswano kunye ne-CTO Lungisa

Ukuthatha kwam kuTshintsho lwe-IDFA

Sabelana ngamaxabiso ka-Apple xa kufikwa kumba wokukhusela imfihlo yomsebenzisi. Njengomzi mveliso, kufuneka samkele imigaqo emitsha ye-iOS14. Kufuneka senze ikamva elizinzileyo kubo bobabini abaphuhlisi beapp kunye nabathengisi. Nceda ujonge icandelo I lethu Ukujikeleza kwe-IDFA yeArmagedon. Kodwa, ukuba kuye kwafuneka ndiqikelele ngekamva:

Ixesha elifutshane Impembelelo ye-IDFA

  • Abapapashi kufuneka bathethe neApple kwaye bafune ingcaciso ngenkqubo kunye nemvume yomsebenzisi wokugqibela kunye nokusetyenziswa kwee-IDFVs kunye nemephu yendlela yemveliso ye-SKAdNetwork, njl.
  • Abapapashi baya kukhulisa ngokufanelekileyo iijeli zokubhalisa kunye neenkqubo zokukhwela. Oku kukwandisa imvume kunye nokungena ngasese okanye ukuhlala kunye nephulo kuphela kwinqanaba leemetrikhi kunye nokuphulukana nokujolisa komsebenzisi.
  • Ukuba ungathanda ukuqhubeka nokwandisa ukuya kwi-ROAS, siyabakhuthaza ukuba bacinge ngemvume yabucala njengenyathelo kwi-UA yokuguqula ifanele eyimfuneko ukubonisa iintengiso ezijolise kubathengi.
  • Iinkampani ziya kuzama ngokukuko ukulungelelaniswa kokuhamba kunye nemiyalezo yomsebenzisi.
  • Baza kufumana uvavanyo lokuyila lokuhamba komsebenzisi olusekwe kwiwebhu ukuze babhalise ukugcina i-IDFA. Emva koko, ukuthengisa umnqamlezo kwiAppStore ukuze uhlawule.
  • Siyakholelwa ukuba isigaba 1 sokukhutshwa kwe-iOS 14 sinokujongeka ngoluhlobo:
    • Kwinyanga yokuqala yokukhutshwa kwe-iOS, ikhonkco lonikezelo lwentengiso yentsebenzo liza kuba nexesha elifutshane. Ngokukodwa kwintetho ye-DSP.
    • icebiso: Abathengisi besoftware abanokuxhamla ngokulungiselela kwangoko ukuphuma kwe-iOS 14. Benza oku ngokulayisha ngaphambili indalo yabaphulaphuli abaqhelekileyo / abatsha (ukuqala nge-9/10 - 9/14). Oku kuya kubonelela inyanga okanye ezimbini zegumbi lokuphefumla ngelixa iimpembelelo zemali zinokuchongwa.
    • Inyathelo lokuqala: Abathengisi beSoftware eSebenzisa kakhulu ukutyala imali ekuphuculeni intengiso yabo njengeyona lever iphambili yokuqhuba ukusebenza.
    • Inyathelo lesi-2: Abapapashi baya kuqala ukuphucula ukuhamba kwemvume yomsebenzisi
    • Inyathelo lesi-3: AmaQela ee-UA kunye neeArhente ziya kunyanzeliswa ukuba ziphinde zakhe izakhiwo zophando.
    • Inyathelo lesi-4: umsebenzisi ukhethe ku Ukwabelana ngokwanda kodwa kuqikelelwa ukubetha kuphela i-20%.
    • Inyathelo lesi-5: Abasebenzisi bokuprinta ngeminwe bayanda ngokukhawuleza ukuzama ukugcina imeko ikhoyo ngoku.

Phawula: Abathengisi abaqhelekileyo abasebenzisa ukujolisa kubanzi banokufumana isibonelelo sokuqala njenge abazingeli beminenga abaphezulu Ukubuya umva kubangela ukusilela kwe-CPM okwethutyana. Silindele ukuba iindleko eziphezulu ngombhalisi ngamnye kunye niche okanye imidlalo enzima ukuba ibe nefuthe. Umthwalo wangaphambili wovavanyo olongezelelekileyo lokuyila ngoku kwiibhanki.

Ixesha eliphakathi I-IDFA Impembelelo

  • Ukuprintwa kweminwe kuya kuba sisisombululo seenyanga ezili-18 ukuya kwi-24 kwaye kungene wonke umntu kwialgorithm / kwibhokisi emnyama emnyama. Njengoko i-SKAdNetwork ikhula, iApple inokwenzeka ukuba icime ukuprintwa kweminwe okanye ukwala iiapps ezaphula umthetho wayo weVenkile yeApp.
  • Kuyakubakho imiceli mngeni ezinzileyo yeenkqubo / zotshintshiselwano / nezisombululo ze-DSP.
  • Ukusetyenziswa kokungena kwe-Facebook kungonyuka njengendlela yokwandisa ukubonwa kwabathengi bexabiso eliphezulu. Oku kugcina ingeniso esetyenzisiweyo ekusebenziseni i-AEO / VO. Idatha yeqela lokuqala likaFacebook eyonyuswe ngedilesi ye-imeyile yomsebenzisi kunye neenombolo zefowuni, ibanika ithuba lokuphinda bathethe kwakhona kwaye baphinde bajonge.
  • Amaqela okukhula afumana inkolo entsha ene "modeli yemidiya exubeneyo." Bathatha izifundo kubathengisi bophawu. Kwangelo xesha, bafuna ukwandisa ukunqakraza okokugqibela ukuvula imithombo emitsha yezithuthi. Impumelelo iya kusekelwa kulingo olunzulu kunye nokulungelelaniswa kwedatha yesayensi kunye namaqela okukhula. Ezi nkampani zifumana ezazo zokuqala ziya kuba nesibonelelo esibalulekileyo seqhinga lokufezekisa kunye nokugcina umlinganiso
  • I-SKAdNetwork kufuneka iphuculwe ngePhulo / ngeNtengiso / ngolwazi lwenqanaba lentengiso ukugcina inethiwekhi yentengiso ehambayo isebenza.
  • IiSelfowuni ezenza imali ngokwenza uninzi lweentengiso ziya kubuya umva. Kukho ukwehla kwengeniso kujoliso olusezantsi kodwa kufanele imeko yesiqhelo kwiinyanga ezi-3-6 ezizayo.

Ixesha elide Iimpembelelo ze-IDFA

  • Ukulungiswa kwemvume yomsebenzisi iba sisakhono esiphambili.
  • UGoogle wehlisa i-GAID (i-id yentengiso kaGoogle) -Ihlobo le-2021.
  • Ukuqhutywa ngabantu, umbono wokuyila, kunye nokwenza eyona nto iphambili ekufumaneni inzuzo yomsebenzisi kuthungelwano.
  • Ukwanda kunye nokuxutywa kwesiteshi ngokufanelekileyo kubaluleke kakhulu.

Sonke sikwisikhephe kunye kwaye sijonge phambili ekusebenzeni neApple, Facebook, Google, kunye neMMPs ukuthatha inxaxheba ekwakheni ikamva lomzi mveliso wethu weselfowuni.

Jonga ezinye uhlaziyo kwi iapile, ukusuka kumzi mveliso, nokusuka kuthi malunga notshintsho lwe-IDFA.

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Le sayithi isebenzisa i-Akismet ukunciphisa ugaxekile. Funda indlela idatha yakho yokubhaliweyo isetyenziswe ngayo.