Is att wireless down
The fact that Facebook is altering the way it targets users on FAN, which puts it into direct, head-to-head competition with other ad networks that primarily focus on the gaming market and target primarily contextually seems to imply that it can’t risk any further impairment of its advertising business.Īnd the second of Facebook’s recent revelations that intimate at degraded iOS advertising performance in the post-ATT era was that a dearth of conversion values being delivered with SKAdNetwork postbacks has caused problems for its event-optimized AEO and VO campaigns. My understanding is that FAN was seen inside the company as something of a loss leader: the margins on DSP traffic are low, but in driving incremental conversions on behalf of advertisers, FAN improved the performance of those advertisers’ campaigns on Facebook’s owned inventory, which sees much higher margin. FAN is Facebook’s DSP: it facilitates advertising between third-party advertisers and publishers, and it allows advertisers to use Facebook’s own tools for targeting and segmentation.įacebook announced last August that ATT might force the company to shut FAN down for iOS altogether because of the difficulty it would face in maintaining ad efficiency on behalf of advertisers without access to the IDFA. The first was that, in the coming weeks, Facebook will transition its Facebook Audience Network (FAN) ad platform to contextual targeting, versus the user-centric targeting it employed using Facebook’s behavioral data set. Perhaps more telling than these broad market surveys are two recent announcements from Facebook about how they are adapting to the new ATT environment. Singular reports roughly the same, while also having observed a 50% decrease in 90-day LTV for acquired iOS users. According to Tenjin, mobile ad spend on iOS has decreased by about 1/3rd since the beginning of June. The impact of ATT is much clearer now than it was two weeks ago, with the vast majority of devices having an ATT-mandatory variant of iOS installed.
#Is att wireless down install
The widespread application of fingerprinting camouflaged the true percentage of installs that were SKAN-enabled and thus un-attributable, although fingerprinting only ameliorates a lack of install attribution and can’t replace the event stream that allows for platforms to optimize targeting.CPMs for ATT-mandatory versions of iOS 14.5 and later decreased.
#Is att wireless down android
Android CPMs increased precipitously for the same reason.The CPMs for devices on iOS versions lower than 14.5 skyrocketed as advertisers fought to reach those users.The flat iOS 14.5 adoption curve muddied most advertisers’ metrics: Ascertaining the impact of ATT was difficult for most marketing teams early in the rollout, since Apple very slowly distributed it to users’ devices initially this low adoption rate meant that a small proportion of any advertiser’s traffic mix was actually SKAN-enabled. As of last week, over 70% of iOS devices have upgraded to a version of iOS that requires compliance with Apple’s App Tracking Transparency (ATT) privacy policy.