<div class="sub-cat-page-holder"><div class="sub-cat-page-img"><img src="https://persona.ly/glossary/wp-content/uploads/2020/02/group-21.svg"/></div><div class="sub-cat-page-h-holder"><h2 class="sub-cat-page-title">Attribution</h2><h4 class="sub-cat-page-subtitle"><span class="sub-cat-page-subtitle">Getting Ready for iOS 14.5 &#8211; An Extensive Guide for Mobile Marketers</span><span class="csr-page-counter"> -> Page <span class="max-for-title">1 of <span class="sub-cat-max-page"></span></span></span></h4></div></div><div class="search-sidebar-holder"><a href="/glossary/"><h3 class="search-sidebar-holder-title">UA Glossary</h3></a>[vc_widget_sidebar sidebar_id="single-page-sidebar" el_class="front-page-sidebar-holder"]<div class="search-sidebar-footer-holder"></div></div>{"id":1225,"date":"2021-03-16T12:55:32","date_gmt":"2021-03-16T12:55:32","guid":{"rendered":"https:\/\/persona.ly\/glossary\/?page_id=1225"},"modified":"2021-03-16T16:22:05","modified_gmt":"2021-03-16T16:22:05","slug":"getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/","title":{"rendered":"Getting Ready for iOS 14.5 &#8211; An Extensive Guide for Mobile Marketers"},"content":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;]<\/p>\n<h1><a href=\"\/glossary\/\">UA <span class=\"color-ancient\">Glossary<\/span><\/a><\/h1>\n<p>[\/vc_column_text][vc_column_text]<p>Your source for everything mobile UA, from the basics to contentious standards, the glossary can help and inform both aspiring growth managers and experienced mobile app developers<\/p>\n[\/vc_column_text]<div class=\"ult-spacer spacer-69e738287341b\" data-id=\"69e738287341b\" data-height=\"105\" data-height-mobile=\"0\" data-height-tab=\"\" data-height-tab-portrait=\"\" data-height-mobile-landscape=\"0\" style=\"clear:both;display:block;\"><\/div>[\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text]<style>.wp-show-posts-columns#wpsp-1227 {margin-left: -2em; }.wp-show-posts-columns#wpsp-1227 .wp-show-posts-inner {margin: 0 0 2em 2em; }<\/style><section id=\"wpsp-1227\" class=\" wp-show-posts\" style=\"\"><article class=\" wp-show-posts-single wpsp-clearfix post-1229 post type-post status-publish format-standard hentry category-getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers tag-att tag-conversion-value tag-guide-for-mobile-marketers tag-idfa tag-ios-14 tag-ios-14-privacy tag-ios-14-readiness tag-lat tag-privacy-threshold tag-sdkadnetwork tag-skad tag-skadnetwork-postbacks tag-skan\" itemtype=\"http:\/\/schema.org\/CreativeWork\" itemscope><div class=\"wp-show-posts-inner\" style=\"\">\t\t\t\t\t\t<header class=\"wp-show-posts-entry-header\">\n\t\t\t\t\t\t\t<h1 class=\"wp-show-posts-entry-title\" itemprop=\"headline\"><a href=\"https:\/\/persona.ly\/glossary\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/\" rel=\"bookmark\">Getting Ready for iOS 14.5 &#8211; An Extensive Guide for Mobile Marketers<\/a><\/h1><div class=\"wp-show-posts-entry-meta wp-show-posts-entry-meta-below-title post-meta-inline\"><span class=\"wp-show-posts-posted-on wp-show-posts-meta\">\n\t\t\t\t\t<a href=\"https:\/\/persona.ly\/glossary\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/\" title=\"12:58 pm\" rel=\"bookmark\"><time class=\"wp-show-posts-entry-date published\" datetime=\"2022-03-16T12:58:27+00:00\" itemprop=\"datePublished\">March 16, 2022<\/time><time class=\"wp-show-posts-updated\" datetime=\"2022-12-11T12:40:27+00:00\" itemprop=\"dateModified\">December 11, 2022<\/time><\/a>\n\t\t\t\t<\/span><\/div>\t\t\t\t\t\t<\/header><!-- .entry-header -->\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"wp-show-posts-entry-content\" itemprop=\"text\">\n\t\t\t\t\t\t\t<p>[vc_row][vc_column el_class=&#8221;normal-text&#8221;][vc_single_image image=&#8221;1254&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][vc_column_text]<span style=\"font-weight: 400;\">The release of iOS 14.5 is fast approaching. In order to help advertisers successfully transition, we\u2019ve created this checklist. We\u2019ve combined some of the basics along with some less-obvious and more than note-worthy changes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We believe the combination of the two is a recipe for success. If you\u2019ve already been through the basics &#8211; just skip to the relevant sections.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The Checklist:&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<\/p>\n<ol class=\"default-list\">\n<li><a class=\"custom-link-content\" href=\"#MMPSDK\"><span style=\"font-weight: 400;\">Update your MMP\u2019s SDK<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"#DSPIntegration\"><span style=\"font-weight: 400;\">Confirm DSPs\u2019 integration with your MMP.\u00a0<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"#ConversionValue\"><span style=\"font-weight: 400;\">Set Up a Conversion Value<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"#MMPSolution\"><span style=\"font-weight: 400;\">Understand Your MMP\u2019s Solution<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"#DSPSolution\"><span style=\"font-weight: 400;\">Understand Your DSP\u2019s Solution<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"#BottomLine\"><span style=\"font-weight: 400;\">The Bottom Line<\/span><\/a><\/li>\n<\/ol>\n<p>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">In our previous post, <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/user-acquisition-and-retargeting-in-ios-14\/?utm_source=glossary&amp;utm_medium=entry&amp;utm_campaign=ios14_p2\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">User Acquisition and Retargeting in iOS 14 here<\/span><\/a><span style=\"font-weight: 400;\">, we\u2019ve covered the absolute basics:<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<ol class=\"default-list\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/user-acquisition-and-retargeting-in-ios-14\/#ios-changes\"><span style=\"font-weight: 400;\">The expected changes<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/user-acquisition-and-retargeting-in-ios-14\/#data-for-publishers\"><span style=\"font-weight: 400;\">What internal data will be available for publishers<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/user-acquisition-and-retargeting-in-ios-14\/#sdkadnetwork\"><span style=\"font-weight: 400;\">Attribution using SKAdnetwork<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/user-acquisition-and-retargeting-in-ios-14\/#retargeting-ios14\"><span style=\"font-weight: 400;\">Retargeting post-iOS 14.5<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/user-acquisition-and-retargeting-in-ios-14\/#fraud-ios14\"><span style=\"font-weight: 400;\">Fraud in iOS 14<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/user-acquisition-and-retargeting-in-ios-14\/#steps-for-ios\"><span style=\"font-weight: 400;\">Important steps DSPs can take when running campaigns without IDFA (such as contextual targeting and frequency capping).\u00a0<\/span><\/a><\/li>\n<\/ol>\n<p>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Unlike <a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/user-acquisition-and-retargeting-in-ios-14\/?utm_source=glossary&amp;utm_medium=entry&amp;utm_campaign=ios14_p2\" target=\"_blank\" rel=\"noopener noreferrer\">our previous post<\/a>, which is a great resource for anyone interested in the big picture overall overview of the upcoming changes, this post is a <\/span><b>deep dive into the changes<\/b><span style=\"font-weight: 400;\">, what changes and preparations should be made, what to expect in your first SKAN UA campaigns, and more.\u00a0<\/span><a id=\"MMPSDK\"><\/a>[\/vc_column_text][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-7\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form-mobile \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button class=\"subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][vc_custom_heading text=&#8221;Update your MMP\u2019s SDK&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">In preparation for iOS 14.5, MMPs, along with all other relevant parties, have been working to conform to Apple\u2019s new requirements. In order for your MMP to continue and deliver your performance data, publishers must have their latest SDK installed and verify that it\u2019s iOS 14.5 compatible. As you\u2019re most likely wearing both hats (publisher and advertiser), it\u2019s crucial that you update your MMP\u2019s SDK.\u00a0<\/span><a id=\"DSPIntegration\"><\/a>[\/vc_column_text][vc_custom_heading text=&#8221;Verify All Your Ad Networks and DSPs Have Been Integrated With Your Attribution Platform&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Yes, we are aware of how stating-the-obvious this is, but if we\u2019re being honest, you\u2019d be surprised at how many haven\u2019t been fully integrated yet. Check-in with your MMP to make sure that once iOS 14.5 is out, your campaigns, from all sources, can continue to run.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There\u2019s no announced release date for iOS 14.5. It\u2019s better to come prepared than be caught off guard the day of the release.\u00a0<\/span><a id=\"ConversionValue\"><\/a>[\/vc_column_text]<div class=\"aio-icon-component   info-noty blue-noty style_1\"><div id=\"Info-box-wrap-7038\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"Info Container\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-2.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-7038 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">Persona.ly is iOS 14.5 Ready<\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-7038 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">As a DSP, ourselves, we&#8217;ve made all the modifications required to our bid responses to accommodate for the changes from the SSP side, and are passing SKAD postbacks to all major MMPs.<\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_custom_heading text=&#8221;Understand the Value of Your New Users &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_single_image image=&#8221;1255&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][vc_column_text]The biggest challenge is in understanding the value of these new anonymized users, assuming most users will not opt-in with ATT to share their IDFA. The key to determining value in the post-iOS 14 era is through setting up a <b data-stringify-type=\"bold\">conversion value.<\/b>[\/vc_column_text]<div class=\"aio-icon-component   info-noty style_1\"><div id=\"Info-box-wrap-9798\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"null\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-1.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-9798 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">Opting-in Through ATT (App Tracking Transparency) <\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-9798 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><a class=\"custom-link-content\" href=\"https:\/\/developer.apple.com\/documentation\/apptrackingtransparency\/attrackingmanager\/authorizationstatus\/\"><span style=\"font-weight: 400;\">App tracking transparency (ATT)<\/span><\/a><span style=\"font-weight: 400;\"> is the new privacy protection framework for Apple device owners. With ATT, when an Apple device owner downloads or opens an app, a notification pops up asking if the user wants to be tracked across third-party apps and websites.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">After iOS 14.5 is released, access to the IDFA will be gated by the ATT prompt. Only if a user opts-in through ATT, there will be access to this user\u2019s IDFA by that specific app.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">ATT is a privacy development following Apple\u2019s LAT (<\/span><a class=\"custom-link-content\" href=\"https:\/\/support.apple.com\/en-il\/guide\/iphone\/iphf60a6a256\/13.0\/ios\/13.0\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">limited ad tracking<\/span><\/a><span style=\"font-weight: 400;\">) which became available in previous iOS versions. To enable LAT, users had to actively enter their iOS system settings and turn it on. LAT applied to all apps installed on the device (it wasn\u2019t set up individually for each app) and denied access to the IDFA without supplementing it with a conversion value. Attribution for LAT devices was made possible by fingerprinting from the MMP side. <\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_custom_heading text=&#8221;Understanding SKAdnetwork (AKA SKAN or SKAD) and How to Set Up a Conversion Value &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<a class=\"custom-link-content\" href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">SKAdnetwork <\/span><\/a><span style=\"font-weight: 400;\">is an Apple-developed and privacy-compliant attribution framework. SKAN helps advertisers measure their app marketing efforts while maintaining user privacy. Since it works without IDFA or any other advertising ID it doesn\u2019t require users\u2019 consent (i.e, they can be opt-out of ATT and you\u2019ll still get postbacks with conversion values for them).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The best way to understand how SKAdnetwork postbacks work is to compare it to the current way postbacks work. <\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Current postbacks (with IDFA): &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<\/p>\n<ol class=\"default-list\">\n<li><span style=\"font-weight: 400;\">The user opens <\/span><i><span style=\"font-weight: 400;\">App A<\/span><\/i><span style=\"font-weight: 400;\">, sees an ad for <\/span><i><span style=\"font-weight: 400;\">App B<\/span><\/i><span style=\"font-weight: 400;\">\u00a0and installs it.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The MMP\u2019s SDK identifies the new user according to his IDFA.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The MMP attributes the install and sends the postback to the relevant DSP that had the last ad engagement with the user (and has an active attribution window).<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This postback includes the IDFA and additional data about the user.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An <\/span><i><span style=\"font-weight: 400;\">event<\/span><\/i><span style=\"font-weight: 400;\"> postback is sent through the MMP to the DSP in real-time, and in many cases with the inclusion of how much revenue was generated in that single purchase.\u00a0<\/span><\/li>\n<\/ol>\n<p>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Since these postbacks include the IDFA, MMPs are able to attribute installs and events on a 1-to-1 level and DSPs can use this granular data to train ML models, bid on lookalikes, etc.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;SKAdnetwork Postbacks (without IDFA):&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">SKAN postbacks offer a few changes.<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<ul class=\"default-list\">\n<li aria-level=\"1\"><b>Conversion Values:<span style=\"font-weight: 400;\"> since there are no identifiers, users\u2019 activity is measured through a set of numerical values, each representing <\/span><i><span style=\"font-weight: 400;\">key events<\/span><\/i><span style=\"font-weight: 400;\"> for the advertised app, with their definition up to the discretion of the app developer.\u00a0<\/span><\/b><\/li>\n<\/ul>\n<ul>\n<li style=\"list-style-type: none;\">\n<ul class=\"default-list\">\n<li style=\"font-weight: 400;\" aria-level=\"2\"><strong>Conversion Model:<\/strong><span style=\"font-weight: 400;\"> the conversion model is the way user activity is encoded into the conversion values. For example, a model can be event-based, it can incorporate time dimension, it can focus on retention or on purchases, etc.\u00a0<\/span><\/li>\n<\/ul>\n<\/li>\n<\/ul>\n<ul class=\"default-list\">\n<li aria-level=\"1\"><b>The 24-hour timer: <span style=\"font-weight: 400;\">after a user installs the advertised app, a 24-hour \u2018event\u2019 timer is started. This timer can reset if another key event occurs (an event set as a numerical value in the conversion value section) within this window, or expire if it doesn\u2019t.\u00a0<\/span><\/b><\/li>\n<\/ul>\n<ul class=\"default-list\">\n<li aria-level=\"1\"><strong>The Random Delays:<\/strong><span style=\"font-weight: 400;\"> after the 24-hour timer expires, the conversion value is locked in and a random delay starts before sending the relevant DSP a postback (the random delay seems to be designed to dissuade marketers from attempting to connect it to impression data and maintain some semblance of user-level data). As far as we can tell now, it can be up to 24 hours. After the delay, the postback is locked in and sent to the DSP.\u00a0<\/span><\/li>\n<\/ul>\n<ul class=\"default-list\">\n<li aria-level=\"1\"><strong>The Single Anonymized Postback:<\/strong><span style=\"font-weight: 400;\"> there\u2019s only one postback per app per user (if there&#8217;s an event past the 24-hour timer it\u2019s not going to be reported through a postback). This postback contains the install and the user\u2019s latest conversion value.\u00a0<\/span><\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_custom_heading text=&#8221;Attribution Postbacks Post iOS 14.5&#8243; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Now, let\u2019s go back to our previous example of how attribution technically works, but post iOS 14.5.\u00a0<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<ol class=\"default-list\">\n<li><i><span style=\"font-weight: 400;\">App B<\/span><\/i><span style=\"font-weight: 400;\"> has set up a <\/span><b>conversion model <\/b><span style=\"font-weight: 400;\">that helps predict users\u2019 performance: <\/span><i><span style=\"font-weight: 400;\">0 = install, 1 = level 3, 2 = level 10, 3 = deposit.<\/span><\/i><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The user opens <\/span><i><span style=\"font-weight: 400;\">App A<\/span><\/i><span style=\"font-weight: 400;\">, sees an ad for <\/span><i><span style=\"font-weight: 400;\">App B<\/span><\/i><span style=\"font-weight: 400;\"> and installs it. According to <\/span><i><span style=\"font-weight: 400;\">App B\u2019s<\/span><\/i><span style=\"font-weight: 400;\"> conversion model, the current conversion value is set to 0 (i.e, the app has been installed) and the 24-hour timer starts.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Within 4 hours of the install, the user reaches level 3 (i.e, conversion value 1) which triggers the 24-hour timer reset.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">22 hours pass and the user has been making its way up the levels, finally reaching level 10. The current conversion value changes to 2, and the 24-hours timer resets again.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">An hour later, the user makes the first deposit. The conversion level changes to 3 and another 24-hour timer begin.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">There are no other events happening in these 24 hours and the conversion value gets locked at 3. Now, the random delay begins.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">In an unknown time frame (up to 24 hours since the last timer expired) a single anonymized postback carrying the conversion value 3 will get sent from the user\u2019s iOS device to the DSP.\u00a0<\/span><\/li>\n<\/ol>\n<p>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">This conversion model is based on events, and this example is kind of an ideal scenario, in which all of the conversion model\u2019s events happen within their allocated time frame.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Attribution Postbacks Post iOS 14.5 &#8211; The Alternate Scenario &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Getting a postback with the maximum conversion value makes it easier to predict the value of this user. So let\u2019s look at an alternate scenario that started the same, but didn\u2019t go exactly according to plan.<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<ol class=\"default-list\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This scenario also starts with the user installing the app.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Within 4 hours the user reached level 3, which means the current conversion value is 1 and the 24-hour timer begins.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This time 24 hours pass but the user doesn\u2019t reach level 10. This means that the conversion value has been locked in at 1, but the postback hasn\u2019t been sent yet (due to random delays).\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Another 2 hours pass and the user does reach level 10, but now, unfortunately, it won\u2019t affect the conversion value and it won\u2019t be sent as another postback.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The user makes a deposit immediately after reaching level 10. Again, since the conversion had already been locked, this event won\u2019t change the postback value.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The single anonymized postback carrying the conversion value 1 will get sent from the user\u2019s iOS device to the DSP.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This outcome won\u2019t necessarily represent the user\u2019s predicted value and gaining actionable insights from this postback are likely to pose a challenge.\u00a0<\/span><\/li>\n<\/ol>\n<p>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">These two possible scenarios exemplify the challenges of setting up a conversion value and how using an events-only conversion model might not be sufficient.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">We\u2019ve heard discussions and have seen attempts to incorporate<\/span><a class=\"custom-link-content\" href=\"https:\/\/mobiledevmemo.com\/whats-the-standard-for-att-6-bit-conversion-values\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\"> time dimensions into the conversion model.<\/span><\/a><span style=\"font-weight: 400;\"> We generally think this might be a good idea for some apps, depending on the possible time dimension (day of the week may not be indicative for most apps, but if other time dimensions can be measured it may be insightful). Either way, we encourage advertisers to explore all possible setups before committing to a conversion model.\u00a0<\/span>[\/vc_column_text]<div class=\"aio-icon-component   error-noty style_1\"><div id=\"Info-box-wrap-7667\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"null\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-7667 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">Apple\u2019s Privacy Threshold <\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-7667 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">Apple\u2019s privacy threshold is an additional measure designed to protect users\u2019 privacy. This threshold is an unknown number of initial installs from a specific campaign. These installs are sent almost without any data. The campaign ID is the only thing included in the postback. There\u2019s <\/span><b>no conversion value<\/b> and no source.<span style=\"font-weight: 400;\"> This postback includes <\/span><i><span style=\"font-weight: 400;\">null<\/span><\/i><span style=\"font-weight: 400;\"> values instead. While the reasons for this threshold are clear, it is especially challenging for DSPs running campaigns on a smaller scale, since the threshold is unknown and the value of each install is greater.\u00a0<\/span><a id=\"MMPSolution\"><\/a><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_custom_heading text=&#8221;Understand Your MMP\u2019s Solution and Its Limitations&#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">There\u2019s no denying that this change will greatly impact everyone. MMPs, aiming to continue to deliver performance data and help advertisers make data-based decisions face some pretty big challenges.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Our recommendation is to take the time and understand the upcoming changes and the available solutions to guarantee an easier transition. Keep in mind that there\u2019s no perfect solution that will maintain user-level data. As long as users didn&#8217;t opt-in through ATT, user-level data won\u2019t be available, and performance will be valued based on the aforementioned conversion value.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;AppsFlyer &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">AppsFlyer chose to focus on four core areas: their SDK, SKAdNetwork, Web to App Campaigns, and AppsFlyer Privacy-Centric Attribution.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Their bottom-line, as we understand it, is to provide advertisers with predictive analytics. They aim to use conversion value in a comparative manner that will provide advertisers with long-term predictions.\u00a0<\/span>[\/vc_column_text][vc_column_text]<a class=\"custom-link-content\" href=\"https:\/\/www.appsflyer.com\/ios-14\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Read AppsFlyer\u2019s iOS 14.5 readiness page to learn more<\/span><\/a>[\/vc_column_text][vc_custom_heading text=&#8221;Adjust&#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Adjust\u2019s focus is on simplifying the setup of the SKAdNetwork conversion value, along with some additional tools to help developers make sense of performance data post-ATT.<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Their initial intent seems to be to provide support for their advertisers as they set their conversion value and follow the data changes.<\/span>[\/vc_column_text][vc_column_text]<a class=\"custom-link-content\" href=\"https:\/\/www.adjust.com\/product\/ios-14\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Read more about Adjust\u2019s readiness for iOS 14.5<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Tenjin &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Tenjin, unlike other MMPs, promotes a change in the current payment models MMPs offer. As a free MMP to begin with, their claim is that MMPs should stop charging for attributed installs, as the challenge to validate the value of the installs will be greater, if at all possible. This outstanding stance is worth mentioning.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Similarly to other MMPs, they too offer support, an updated SDK, and setting up SKAN conversion values. <\/span>[\/vc_column_text][vc_column_text]<a class=\"custom-link-content\" href=\"https:\/\/blog.tenjin.com\/tag\/ios-14\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Read more about Tenjin\u2019s iOS 14.5 readiness\u00a0<\/span><\/a>[\/vc_column_text][vc_custom_heading text=&#8221;Singular, Branch, Kochava, and others &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Most MMPs, at this point, offer iOS 14.5 support in the form of a SKAdnetwork-compatible SDK, ATT guidance, and SKAdNetwork conversion value setup. While this may seem pretty basic support, considering how much is still unknown, it makes sense to first offer these essentials and after further experiencing the new post-iOS 14.5 ecosystem, make the necessary adjustments and conjure relevant solutions for advertisers\u2019 new needs and requirements.\u00a0<\/span><a id=\"DSPSolution\"><\/a><\/p>\n<p>Read more about these MMPs iOS 14 preparedness: <a class=\"custom-link-content\" href=\"https:\/\/support.singular.net\/hc\/en-us\/articles\/360047706852-Preparing-for-iOS-14-FAQ-for-Partners\" target=\"_blank\" rel=\"noopener noreferrer\">Singular<\/a>, <a class=\"custom-link-content\" href=\"https:\/\/branch.io\/ios-14\/\" target=\"_blank\" rel=\"noopener noreferrer\">Branch<\/a>, <a class=\"custom-link-content\" href=\"https:\/\/www.kochava.com\/ios14-idfa\/\" target=\"_blank\" rel=\"noopener noreferrer\">Kochava<\/a>[\/vc_column_text][vc_custom_heading text=&#8221;Understand Your DSP and Your Ad Network Solutions &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;][vc_single_image image=&#8221;1259&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Another part of the industry that\u2019s going to be significantly impacted are ad networks and DSPs. Since they\u2019re inherently different, their solutions will differ as well.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Ad networks and DSPs are usually bound together under the same duopoly-alternative solution, though they themselves differ significantly. There are <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/choosing-a-dsp\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">different types of DSPs<\/span><\/a><span style=\"font-weight: 400;\"> (managed, self-service, or in-house), and they all use different technologies (such as <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/intro-to-programmatic-mobile-user-acquisition\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">programmatic<\/span><\/a><span style=\"font-weight: 400;\"> buying or <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">ML-based targeting<\/span><\/a><span style=\"font-weight: 400;\">).<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Though they differ, all DSPs and ad networks alike, will be impacted from the move from IDFA to SKAN. Much like MMPs, each offering their own solution but dealing with the same bottom-line, so do the DSPs.\u00a0<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;The Effect of SKAdNetwork on UA Prices &#8221; font_container=&#8221;tag:h3|text_align:left|color:%23191536&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-subheading&#8221;][vc_column_text]<span style=\"font-weight: 400;\">Their way of dealing with these changes will very much depend on their existing technology. For example, a DSP that utilizes machine-learning models for targeting may still use this technology, and the data still available in the bid request to target relevant users and adjust the bid according to engagement predictions but would lose its ability to recognize more complex and specific patterns.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">As DSPs will lose their ability to accurately predict user value (and MMPs will struggle to measure it, as well), the focus would be to adjust the campaigns according to the data at hand. This means lowering bids, and seeing how well and indicative the conversion value can actually be.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">It\u2019s safe to assume prices will decrease &#8211; both CPMs of the ad inventory bought and as a result, and most likely, so would the average CPI. With the loss of predictability, DSPs or any other performance-based player would have to lower their bids, which will affect the entire RTB ecosystem. Our estimation is that everyone will try to maintain a significant and representative scale and learn the meaning of the delivered conversion value.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">After some data is gathered, advertisers can deduce the relationship between the conversion value to how indicative it is of actual user value (how does one translate it into ROAS and LTV effectively?). If it does work as an accurate indicator, advertisers can start estimating the value delivered by DSPs accordingly or consider using different conversion values if they seem to not be indicative enough.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">Once there\u2019s a better understanding of the change and its effects, scale can be gradually increased.\u00a0\u00a0<\/span>[\/vc_column_text]<div class=\"aio-icon-component   info-noty blue-noty style_1\"><div id=\"Info-box-wrap-3483\" class=\"aio-icon-box left-icon\" style=\"\"  ><div class=\"aio-icon-left\"><div class=\"ult-just-icon-wrapper  \"><div class=\"align-icon\" style=\"text-align:center;\">\n<div class=\"aio-icon-img \" style=\"font-size:71px;background:rgba(255,255,255,0.01);display:inline-block;\" >\n\t<img class=\"img-icon\" alt=\"Info Container\" src=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/03\/combined-shape-2.svg\"\/>\n<\/div><\/div><\/div><\/div><div class=\"aio-ibd-block\"><div class=\"aio-icon-header\" ><h3 class=\"aio-icon-title ult-responsive\"  data-ultimate-target='#Info-box-wrap-3483 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">Contextual Targeting in iOS 14.5 <\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-3483 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">As a DSP ourselves, we\u2019ve been facing the challenge of targeting without IDFA as well. As an ML-based DSP, we\u2019ve able to find a data-based solution that still offers a highly accurate and sensitive to context solution.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/context-distance-calculator\"><span style=\"font-weight: 400;\">Context Calculator<\/span><\/a><span style=\"font-weight: 400;\"> uses an algorithm (called ELMo) to \u201c<\/span><i><span style=\"font-weight: 400;\">read\u201d<\/span><\/i><span style=\"font-weight: 400;\"> and decipher the context of the store description of the publisher\u2019s app and match it with the promoted app. Turning text into numerical values (vectors) enables us to find related apps in real-time.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Combined with other data available in the bidstream we\u2019re able to maintain a level of accuracy and relevance without violating users\u2019 privacy. You can test our <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/context-distance-calculator\"><span style=\"font-weight: 400;\">Context Calculator<\/span><\/a><span style=\"font-weight: 400;\"> online and <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/about#contact\"><span style=\"font-weight: 400;\">contact us<\/span><\/a><span style=\"font-weight: 400;\"> for more details.\u00a0<\/span><a id=\"BottomLine\"><\/a><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_custom_heading text=&#8221;Tides of Change &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_column_text]<span style=\"font-weight: 400;\">The only thing we truly know is that there is still a lot that can only be learned through trial and error. We don\u2019t have a vote of confidence, we can\u2019t say that there won\u2019t be any hurdles along the way, and that\u2019s mostly because no one can truly say that.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We do know that advertisers should think long and hard about their conversion model since it\u2019s the key indicator for their bottom line. They should consult with their colleagues about setting their conversion value in a way that would help make their acquisition reliably measurable and effective. This setup is not \u201cone-size fits all\u201d and it will differ between different apps, as we\u2019ve indicated earlier.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The chosen conversion model and its subsequent values should be, as much as possible, helpful in drawing revenue-related insights. These results should then be measured as much as possible against actual revenue and tested to see if the chosen conversion model manages to indicate and predict performance or not. If it\u2019s the latter, then it calls for a change of a conversion model.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We don\u2019t actually know how many users will decide to opt-in through ATT and what it would mean. Will the decision to pot-in have any indication of the value of the users?\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">So no IDFA, and yes, there are some problems. It\u2019s not the end of the world, but it\u2019s definitely a challenge and a change. There are a lot of unknowns and there will be a learning curve followed by gradual adjustments to the effects of these changes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We hope we\u2019ve helped clarify some of the key changes, some things that you should take note of, and all of the preparations you should be making.\u00a0<\/span>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">For further information<\/span><\/p>\n<ul class=\"default-list\">\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/user-acquisition-and-retargeting-in-ios-14\/?utm_source=glossary&amp;utm_medium=entry&amp;utm_campaign=ios14_p2\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">UA and Retargeting in iOS 14<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; an overview of the changes to come.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/context-distance-calculator?utm_source=glossary&amp;utm_medium=entry&amp;utm_campaign=ios14_p2\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">The Context Calculator<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; how we maintain targeting accuracy post-iOS 14.5.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/mmps\/?utm_source=glossary&amp;utm_medium=entry&amp;utm_campaign=ios14_p2\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">Mobile Measurement Platforms<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; leading attribution platforms and how they differ.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/real-time-bidding\/the-basics-of-rtb\/?utm_source=glossary&amp;utm_medium=entry&amp;utm_campaign=ios14_p2\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"font-weight: 400;\">The Basics of RTB<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; understand how the RTB ecosystem works.\u00a0<\/span><\/li>\n<\/ul>\n<p>[\/vc_column_text][\/vc_column][\/vc_row]<\/p>\n\t\t\t\t\t\t<\/div><!-- .entry-content -->\n\t\t\t\t\t<\/div><!-- wp-show-posts-inner --><div class=\"wpsp-clear\"><\/div><\/article><\/section><!-- .wp-show-posts -->[\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;962&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; link=&#8221;https:\/\/persona.ly\/context-distance-calculator&#8221;][vc_column_text]<!-- Widget Shortcode --><div id=\"custom_html-6\" class=\"widget_text widget widget_custom_html widget-shortcode area-sidebar-form \"><div class=\"textwidget custom-html-widget\"><div class=\"subscribe-footer-from-holder sidebar-form-intouch\">\r\n<h3>Looking for app growth opportunities?<\/h3>\r\n<p>Leave your email and we'll get \r\nback to you!<\/p>\r\n<form id=\"subscribe-footer-from\" class=\"subscribe-footer-from\">\r\n\t<div class=\"subscribe-footer-from-email-holder\"><input type=\"email\" class=\"subscribe-footer-email\" placeholder=\"Enter your email\"><\/div>\r\n<button data-sitekey=\"6Lcl6eIkAAAAAIJsyVC0Qmc2ZTAgfz3pqyAeJjYI\" data-callback=\"onSubscribeFooterSubmit\" data-action=\"submit\" class=\"g-recaptcha subscribe-footer-submit\">\r\n\tGet in Touch\r\n<\/button>\r\n<\/form>\r\n<\/div>\r\n<div class='subscribe-footer-from-thankyou gsifthy'>\r\n\t<img alt=\"\" src=\"\/glossary\/wp-content\/uploads\/2020\/08\/02.svg\">\r\n<h3>Thank you for your interest!<\/h3>\r\n<p>Our team will contact you with more details.<\/p>\r\n<\/div>\r\n<div class=\"search-sidebar-footer-holder gisf\"><\/div><\/div><\/div><!-- \/Widget Shortcode -->[\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n","protected":false},"excerpt":{"rendered":"<p>[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;] UA Glossary [\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;962&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; link=&#8221;https:\/\/persona.ly\/context-distance-calculator&#8221;][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":195,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.10 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Getting Ready for iOS 14.5 - An Extensive Guide for Mobile Marketers - The UA Glossary - Persona.ly<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Getting Ready for iOS 14.5 - An Extensive Guide for Mobile Marketers - The UA Glossary - Persona.ly\" \/>\n<meta property=\"og:description\" content=\"[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;] UA Glossary [\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;962&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; link=&#8221;https:\/\/persona.ly\/context-distance-calculator&#8221;][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/\" \/>\n<meta property=\"og:site_name\" content=\"The UA Glossary - Persona.ly\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/persona.ly.monetization\" \/>\n<meta property=\"article:modified_time\" content=\"2021-03-16T16:22:05+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/06\/Metadata-Image-1.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"1200\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:site\" content=\"@persona_ly\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/\",\"url\":\"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/\",\"name\":\"Getting Ready for iOS 14.5 - An Extensive Guide for Mobile Marketers - The UA Glossary - Persona.ly\",\"isPartOf\":{\"@id\":\"https:\/\/persona.ly\/glossary\/#website\"},\"datePublished\":\"2021-03-16T12:55:32+00:00\",\"dateModified\":\"2021-03-16T16:22:05+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/persona.ly\/glossary\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Attribution Archive\",\"item\":\"https:\/\/persona.ly\/glossary\/attribution\/\"},{\"@type\":\"ListItem\",\"position\":3,\"name\":\"Getting Ready for iOS 14.5 &#8211; An Extensive Guide for Mobile Marketers\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/persona.ly\/glossary\/#website\",\"url\":\"https:\/\/persona.ly\/glossary\/\",\"name\":\"The UA Glossary - Persona.ly\",\"description\":\"\",\"publisher\":{\"@id\":\"https:\/\/persona.ly\/glossary\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/persona.ly\/glossary\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/persona.ly\/glossary\/#organization\",\"name\":\"The UA Glossary - Persona.ly\",\"url\":\"https:\/\/persona.ly\/glossary\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg\",\"contentUrl\":\"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg\",\"width\":180,\"height\":37,\"caption\":\"The UA Glossary - Persona.ly\"},\"image\":{\"@id\":\"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/www.facebook.com\/persona.ly.monetization\",\"https:\/\/twitter.com\/persona_ly\"]}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Getting Ready for iOS 14.5 - An Extensive Guide for Mobile Marketers - The UA Glossary - Persona.ly","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/","og_locale":"en_US","og_type":"article","og_title":"Getting Ready for iOS 14.5 - An Extensive Guide for Mobile Marketers - The UA Glossary - Persona.ly","og_description":"[vc_row el_class=&#8221;front-hero-section&#8221;][vc_column width=&#8221;1\/2&#8243; css=&#8221;.vc_custom_1582730807176{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/02\/group-19.svg?id=58) !important;background-position: center !important;background-repeat: no-repeat !important;background-size: contain !important;}&#8221; el_class=&#8221;hero-first-section&#8221;][vc_column_text el_class=&#8221;page-heading&#8221; css=&#8221;.vc_custom_1593096796228{margin-top: 30px !important;}&#8221;] UA Glossary [\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/2&#8243;][vc_single_image image=&#8221;60&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;hero-section-image&#8221;][\/vc_column][\/vc_row][vc_section css=&#8221;.vc_custom_1583429011820{background-image: url(https:\/\/persona.ly\/glossary\/\/wp-content\/uploads\/2020\/03\/bg_repeater_with_bg_svg.svg?id=320) !important;}&#8221; el_class=&#8221;post-content-section archive-page-custom single-subcat&#8221;][vc_row el_class=&#8221;covered-grace-font&#8221;][vc_column width=&#8221;2\/3&#8243; el_class=&#8221;gap-in-end-single&#8221;][vc_column_text][\/vc_column_text][vc_column_text][\/vc_column_text][\/vc_column][vc_column width=&#8221;1\/3&#8243; el_class=&#8221;gap-in-end-single single-subcat-widget&#8221;][vc_column_text][\/vc_column_text][vc_single_image image=&#8221;962&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; onclick=&#8221;custom_link&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; link=&#8221;https:\/\/persona.ly\/context-distance-calculator&#8221;][vc_column_text][\/vc_column_text][\/vc_column][\/vc_row][\/vc_section]","og_url":"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/","og_site_name":"The UA Glossary - Persona.ly","article_publisher":"https:\/\/www.facebook.com\/persona.ly.monetization","article_modified_time":"2021-03-16T16:22:05+00:00","og_image":[{"width":1200,"height":1200,"url":"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2020\/06\/Metadata-Image-1.png","type":"image\/png"}],"twitter_card":"summary_large_image","twitter_site":"@persona_ly","twitter_misc":{"Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/","url":"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/","name":"Getting Ready for iOS 14.5 - An Extensive Guide for Mobile Marketers - The UA Glossary - Persona.ly","isPartOf":{"@id":"https:\/\/persona.ly\/glossary\/#website"},"datePublished":"2021-03-16T12:55:32+00:00","dateModified":"2021-03-16T16:22:05+00:00","breadcrumb":{"@id":"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/persona.ly\/glossary\/attribution\/getting-ready-for-ios-14-5-an-extensive-guide-for-mobile-marketers\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/persona.ly\/glossary\/"},{"@type":"ListItem","position":2,"name":"Attribution Archive","item":"https:\/\/persona.ly\/glossary\/attribution\/"},{"@type":"ListItem","position":3,"name":"Getting Ready for iOS 14.5 &#8211; An Extensive Guide for Mobile Marketers"}]},{"@type":"WebSite","@id":"https:\/\/persona.ly\/glossary\/#website","url":"https:\/\/persona.ly\/glossary\/","name":"The UA Glossary - Persona.ly","description":"","publisher":{"@id":"https:\/\/persona.ly\/glossary\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/persona.ly\/glossary\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/persona.ly\/glossary\/#organization","name":"The UA Glossary - Persona.ly","url":"https:\/\/persona.ly\/glossary\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/","url":"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg","contentUrl":"https:\/\/persona.ly\/glossary\/wp-content\/uploads\/2022\/10\/logo-personaly-black.svg","width":180,"height":37,"caption":"The UA Glossary - Persona.ly"},"image":{"@id":"https:\/\/persona.ly\/glossary\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/www.facebook.com\/persona.ly.monetization","https:\/\/twitter.com\/persona_ly"]}]}},"_links":{"self":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages\/1225"}],"collection":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/comments?post=1225"}],"version-history":[{"count":0,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages\/1225\/revisions"}],"up":[{"embeddable":true,"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/pages\/195"}],"wp:attachment":[{"href":"https:\/\/persona.ly\/glossary\/wp-json\/wp\/v2\/media?parent=1225"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}