Apple has lost 59% of its marketing revenue since the change of IDFA, the phasing out of third party cookies by Google, new privacy updates and changes to advertising rules.
This is according to The App-Eucalyptus, a new report from Bangor, which reveals that marketers are experiencing a negative impact on their bottom line due to new advertising rules and privacy changes.
The report argues that App-Eclipse’s four horsemen – the gradual exit from cookies, iOS IDFA changes, increased government controls and privacy-conscious consumers – are changing the face of app marketing forever.
The study, which surveyed more than 300 app developers and app marketers, found that 64% of marketers are concerned about the impact of Google’s removal of third-party cookies on their user acquisition strategy, while 21% are very concerned. 61% of marketers also reported that they lost sleep because of the new changes.
The Bango report also discusses changes to the already valid iOS IDFA privacy – which allows users to opt out of tracking. Although user acquisition strategies in updates are complex, marketers understand the need for privacy. Indeed, 59% agree that user privacy is a top priority for their company in 2022.
Nevertheless, concerns about how to acquire new users are still strong, with 61% of marketers agreeing that their user acquisition strategy needs to be reconsidered. 63% are actively looking for new ways to target paid users without IDFA, cookies or data privacy issues.
The Bango Report, written by Anil Malhotra, CMO and Brett Orlansky, SVP Bango Audiences, argues that the only way to reach new paid app users in a new privacy-conscious world is to rethink strategy and adopt purchasing behavior targets.
Malhotra says: “Traditional audience targeting may work at one time but new changes and regulations have been made – at least from the perspective of app marketers – to reach out to users, and are desperate, as zombies desperately need to bring them back to life. . In this new world, marketers may need to rethink their user acquisition strategies or risk falling prey to app-eucalyptus.
“App marketers need a new solution that adheres to privacy rules and gives them a high return on their marketing investment. Instead of wasting time and money targeting users who won’t pay, Bango Audience is a cookie-less ad targeting technology. It’s search-based targeting, It doesn’t rely on demographic profiling or plain assumptions. It analyzes purchase data processed by the Bango Payment platform to create a custom audience of users across the main app store who are most likely to pay – based on what they’ve purchased before. You can reach out to new paying users, otherwise you will not be able to find disconnected “zombies” and return paid customers. “
Leading global brands are personally interested in hearing discussions on topics like this? Learn more about the Digital Marketing World Forum (#DMWF) Europe, London, North America and Singapore.