eComm and D2C will be acutely impaired by the ATT opt-in mechanic coming to iOS (rumored made mandatory in March). ATT doesnt exclusively impact app advertisers, & in fact may disproportionately damage eComm and D2C. Some thoughts on how those advertisers should prepare (1/X)

2/ In the @MobileDevMemo 2020 mobile advertising predictions post, I posit that D2C ad spend may drop by as much as 50% in Q2 2020. FB revealed in December that app-to-web campaigns will be governed by ATT opt in, severely limiting campaign efficiency https://t.co/0llZjphmHN
3/ FB had only previously discussed ATT in terms of app campaign relevance. This new revelation likely stemmed from further instructions from Apple following FB's initial guidance https://t.co/ijoaFyXml6
4/ FB affirmed in Dec that app-to-web campaigns will be: conversion event limited, aggregated at campaign level, and limited wrt attribution windows (default: 7-day click). This effectively replicates the privacy treatment of app campaigns on app-to-web campaigns
5/ Adam Lovallo from https://t.co/baV6VrUW7E describes 28-day click / 1-day view the "gold standard" for D2C. Why would FB change the default to 7-day? Because it is aggregating conversions at the campaign level -- universally, with what it is calling Aggregated Event Measurement
6/ This means that the intel that many D2C / ecomm consultants and agencies are dispensing around the conversions API (CAPI) being a panacea here for conversions collection / targeting is invalid unless the user opts in. Conversions are being aggregated at the campaign level
7/ Why is this important? Few reasons. First -- just as with for apps -- the user-centric monetization behavior data that drives campaign performance through personalization will be severely diminished. How much is that worth? FB says 50% of CPM https://t.co/IXxISE3bwh
8/ Second: 7-day click will simply drop a lot of conversions. So not only is targeting losing a substantial amount of precision (bc FB will lose visibility into who spends money on D2C ads & thus should be targeted) but measurement will suffer from loss of data
9/ How should D2C and ecomm advertisers prepare? There are no "quick tips" or clever tricks here: this is a tectonic shift in digital advertising. Sure, implement CAPI -- why not. But pivoting through this requires making fundamental changes to advertising strategy
10/ Understanding the impact of these changes requires acknowledging that the D2C category really only rose to prominence as a result of directly-attributable campaigns on FB & other channels that provided for user-centric monetization profiles / targeting https://t.co/DTRShHDpJ4
11/ When that evaporates w campaign-level aggregation, so does much of the opportunity. eComm & D2C advertisers must wrap their arms around as much first party data as possible to preserve the link. This article from Common Thread provides helpful guidance https://t.co/u9mfbtny58

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THE MEANING, SIGNIFICANCE AND HISTORY OF SWASTIK

The Swastik is a geometrical figure and an ancient religious icon. Swastik has been Sanatan Dharma’s symbol of auspiciousness – mangalya since time immemorial.


The name swastika comes from Sanskrit (Devanagari: स्वस्तिक, pronounced: swastik) &denotes “conducive to wellbeing or auspicious”.
The word Swastik has a definite etymological origin in Sanskrit. It is derived from the roots su – meaning “well or auspicious” & as meaning “being”.


"सु अस्ति येन तत स्वस्तिकं"
Swastik is de symbol through which everything auspicios occurs

Scholars believe word’s origin in Vedas,known as Swasti mantra;

"🕉स्वस्ति ना इन्द्रो वृधश्रवाहा
स्वस्ति ना पूषा विश्ववेदाहा
स्वस्तिनास्तरक्ष्यो अरिश्तनेमिही
स्वस्तिनो बृहस्पतिर्दधातु"


It translates to," O famed Indra, redeem us. O Pusha, the beholder of all knowledge, redeem us. Redeem us O Garudji, of limitless speed and O Bruhaspati, redeem us".

SWASTIK’s COSMIC ORIGIN

The Swastika represents the living creation in the whole Cosmos.


Hindu astronomers divide the ecliptic circle of cosmos in 27 divisions called
https://t.co/sLeuV1R2eQ this manner a cross forms in 4 directions in the celestial sky. At centre of this cross is Dhruva(Polestar). In a line from Dhruva, the stars known as Saptarishi can be observed.