<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">User Acquisition and Retargeting in iOS 14</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":928,"date":"2020-08-16T14:02:15","date_gmt":"2020-08-16T14:02:15","guid":{"rendered":"https:\/\/persona.ly\/glossary\/?page_id=928"},"modified":"2020-10-20T11:15:11","modified_gmt":"2020-10-20T11:15:11","slug":"user-acquisition-and-retargeting-in-ios-14","status":"publish","type":"page","link":"https:\/\/persona.ly\/glossary\/attribution\/user-acquisition-and-retargeting-in-ios-14\/","title":{"rendered":"User Acquisition and Retargeting in iOS 14"},"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-69d27509c9e74\" data-id=\"69d27509c9e74\" 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-930 {margin-left: -2em; }.wp-show-posts-columns#wpsp-930 .wp-show-posts-inner {margin: 0 0 2em 2em; }<\/style><section id=\"wpsp-930\" class=\" wp-show-posts\" style=\"\"><article class=\" wp-show-posts-single wpsp-clearfix post-932 post type-post status-publish format-standard hentry category-user-acquisition-and-retargeting-in-ios-14 tag-contextual-targeting tag-ios-14 tag-retargeting-in-ios-14 tag-retargeting-in-ios14 tag-skadnetwork tag-ua-in-ios-14 tag-user-acquisition\" 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\/acquisition-and-retargeting-in-ios-14\/\" rel=\"bookmark\">User Acquisition and Retargeting in iOS 14<\/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\/acquisition-and-retargeting-in-ios-14\/\" title=\"2:05 pm\" rel=\"bookmark\"><time class=\"wp-show-posts-entry-date published\" datetime=\"2022-08-16T14:05:17+00:00\" itemprop=\"datePublished\">August 16, 2022<\/time><time class=\"wp-show-posts-updated\" datetime=\"2022-12-11T12:41:23+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;958&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;single-post-image-back&#8221;][vc_custom_heading text=&#8221;Changes Following the Removal of the 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]<a id=\"ios-changes\"><\/a><span style=\"font-weight: 400;\">Apple\u2019s release of iOS14, scheduled sometime this fall (2020), is an update that will significantly change the Mobile Marketing industry. Aiming to protect the privacy of its users, Apple will now require publishers to show users to an opt-in dialog in order to have access to their IDFA (Apple\u2019s identifier for advertisers), which used to be accessible by default (i.e., all devices had the IDFA exposed unless they actively chose to disable it in their device settings).\u00a0<\/span>[\/vc_column_text][vc_single_image image=&#8221;1222&#8243; img_size=&#8221;full&#8221; alignment=&#8221;center&#8221; el_class=&#8221;big-image&#8221;][vc_column_text]<span style=\"font-weight: 400;\">This change means that advertisers, DSPs, and attribution platforms now have to conform to the reality and work without a user-level identifier. This means performance can now only be measured on an aggregated level instead of user-level granular data.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Mobile marketing industry members should approach this change as if it applies to all iOS users and find solutions that work for them. With that in mind, users can still opt-in and make their IDFA accessible, which means old means still have some merit, depending on the actual percentage of users who\u2019ll choose to consent.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For every new app they install, users would be presented with a screen allowing them to opt-in or opt-out of sharing their IDFA. Meaning, a single device can have different settings for different apps (something that wasn\u2019t optional prior to the iOS 14 update).\u00a0<\/span><a id=\"data-for-publishers\"><\/a>[\/vc_column_text][vc_custom_heading text=&#8221;Internal Data for Publishers&#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;\">If at present, you rely on the IDFA for user segmentation, reports, and other user-level analysis in your internal data warehouse, you should make the move to the IDFV (Identifier for vendors). IDFV will stay viable for publishers to keep track of in-app activity.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you make the move to the IDFV, make sure to update your data collection processes to use the IDFV as a new primary key for user segmentation in your systems (such as in postback templates, API pulls, etc.).<\/span><a id=\"skadnetwork\"><\/a>[\/vc_column_text][vc_custom_heading text=&#8221;Attribution in iOS 14&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][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_column_text]<span style=\"font-weight: 400;\">Attribution will change significantly. Attribution platforms, on their end, can use tools such as fingerprinting and probabilistic matching, based on reports from the ad networks\u2019 side (which are based on the SKAdNetwork reports).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All attribution reports will be delayed since Apple won\u2019t be sending real-time postback data. The reports are going to be received between 24-48 hours after the app opened or a conversion value was reached. Apple\u2019s delayed reporting is another means to prevent attempts to relate these reports to in-app activity and use it to identify users (i.e., it\u2019s another privacy measure).\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Fingerprinting and probabilistic matching is not new to attribution platforms and have been in use to track users that enabled LAT (Limited Ad Tracking). LAT users used to count as a substantial minority of iOS users, but there were still efforts to track their activity (without compromising their identity).\u00a0<\/span>[\/vc_column_text]<div class=\"aio-icon-component   error-noty style_1\"><div id=\"Info-box-wrap-4519\" 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=\"Error info container\" 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-4519 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">VTA in iOS 14<\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-4519 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/glossary\/attribution\/view-through-attribution-2\/\"><span style=\"font-weight: 400;\">View-through attribution<\/span><\/a><span style=\"font-weight: 400;\"> is no longer supported in iOS 14. An ad must be clicked for the attribution process to start. <\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_custom_heading text=&#8221;SKAdNetwork&#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;\">SKAdNetwork is the new way of attribution methodology on iOS 14 for DSPs, attribution platforms, and advertisers alike. It provides no user-level data (guaranteeing users privacy), and its funnel differs from the old way that included the IDFA and relied mostly on MMP SDKs. Whereas IDFA postbacks were sent through the attribution platform, with SKAdNetwork, the information is reported through the device.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">SKAdNetwork install attribution will allow tracking click-through attribution for in-app mobile ads only. The information provided will include:<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<ul class=\"default-list\">\n<li style=\"font-weight: 400;\"><b>Publisher ID<\/b><span style=\"font-weight: 400;\"> &#8211; allows for transparency as to the source of the click.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Campaign ID<\/b><span style=\"font-weight: 400;\"> &#8211; provides added values such as the creative used, ad placement, and other possible identifiers, according to the buyer&#8217;s discretion, and limited to 100 ids.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>A first time or a returning user<\/b> <b>indicator <\/b><span style=\"font-weight: 400;\">&#8211; signifies whether the user just downloaded the app for the first time or re-downloaded the app after uninstalling it in the past.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>A personalized conversion value<\/b><span style=\"font-weight: 400;\"> &#8211;\u00a0 An unsigned 6-bit value. The app or the ad network determines the meaning of the value. The default value is o. It can be used for in-app event tracking. For instance, it can represent a stage in the game that the user reached, or the duration of the user\u2019s session.\u00a0<\/span><\/li>\n<\/ul>\n<p>[\/vc_column_text][vc_column_text]<span style=\"font-weight: 400;\">SKAdNetwork won\u2019t include the following:\u00a0<\/span>[\/vc_column_text][vc_column_text]<\/p>\n<ul class=\"default-list\">\n<li style=\"font-weight: 400;\"><b>Real-time data <\/b><span style=\"font-weight: 400;\">&#8211; postbacks will be delayed between 24 to 48 hours.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><b>Advanced Attribution Reports<\/b><span style=\"font-weight: 400;\"> &#8211; omitting user-level data means there\u2019s no deep-linking, LTV, and ROI.\u00a0<\/span><\/li>\n<\/ul>\n<p><a id=\"retargeting-ios14\"><\/a>[\/vc_column_text][vc_custom_heading text=&#8221;Retargeting in iOS 14&#8243; 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;\">Running a retargeting mobile campaign targeting users who opt-out of the IDFA, with the information known to us at this moment, will be impossible. Retargeting relies solely on the ability to identify users\u2019 devices and their previous actions in the app.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With limited events reporting and campaign-level data, retargeting, deep-linking, and tracking user-level performance is, unfortunately, no longer a viable option.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The exception to this rule will be publisher-level cross-promotion and retargeting campaigns. As a publisher with multiple apps that can employ the IDFV to its primary key to track its users, it\u2019s possible to target these users inside the publisher\u2019s apps. In-app users data is still available through IDFV, and running retargeting campaigns between same-publishers apps to re-engage dormant users, who are active in these other apps, is still an option.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a limited option, depending on the number of users, their activity in those other apps, and the scale such a campaign can offer, nevertheless, it\u2019s worth noting that it\u2019s an option that would exist.\u00a0<\/span><a id=\"fraud-ios14\"><\/a>[\/vc_column_text][vc_custom_heading text=&#8221;Fraud in iOS 14 &#8221; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading purple-back&#8221; link=&#8221;url:%23|||&#8221;]<div class=\"aio-icon-component   info-noty blue-noty style_1\"><div id=\"Info-box-wrap-1576\" 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-1576 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">Choosing a DSP<\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-1576 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">There are still a lot of unknowns regarding the information attribution platforms will have on the campaigns, as they rely on reporting from the ad networks. However, with the shift from granular data to aggregated data, our advice is to work with partners you\u2019ve vetted and have reason to believe are trustworthy (or ideally, proved that they are).\u00a0\u00a0<\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_column_text]<span style=\"font-weight: 400;\">Apple uses cryptographic verification to verify the attribution. This verification is claimed to be unforgeable and should enable install verification without compromising user privacy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">While these statements are contradictory, fraudsters, like life, find a way. Since this is an entirely new way of attribution, and there are no unique identifiers, the issue of fraud is still in question. Without transparency, it seems like options that were just recently extinct have reopened, and the possibility of abusing the data with tools such as <\/span><i><span style=\"font-weight: 400;\">click flooding<\/span><\/i><span style=\"font-weight: 400;\"> is still viable.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The question of fraud has been raised and discussed in relation to iOS 14, and the only conclusion, for now, is to be as cautious and aware of the possibility of it popping up due to the adamant nature of fraudsters.<\/span><a id=\"steps-for-ios\"><\/a>[\/vc_column_text][vc_custom_heading text=&#8221;Mobile Marketing and Programmatic Targeting in iOS 14&#8243; use_theme_fonts=&#8221;yes&#8221; el_class=&#8221;styled-heading blue-back&#8221; link=&#8221;url:%23|||&#8221;][vc_custom_heading text=&#8221;Contextual Targeting&#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;\">Contextual targeting has been a key factor in targeting prior to iOS 14, and with the change in iOS 14, it\u2019s going to take an even more prominent role in UA campaigns. Contextual targeting can be done in different ways, but the basic idea is to understand how to target users based contexts they usually engage with. For example, if a user is currently playing a match3 game, they\u2019d be targeted with a similar game from the puzzle genre.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The context is deduced through the use of different technologies that impact its accuracy. In our case, we use an ML algorithm called <\/span><b>Word2Vec. <\/b><span style=\"font-weight: 400;\">The idea behind it stems from the understanding that the user\u2019s current location (the app the request is from) is pretty much the only indication of the users\u2019 interest (i.e., the app the users are currently active in is an app that they enjoy using). It should be dissected and analyzed to its maximal capacity. Ostensibly, W2V makes a direct comparison between the App Store\u2019s description (in which the ad would be shown) and the promoted app, to measure their contextual distance from one another.\u00a0<\/span>[\/vc_column_text]<div class=\"aio-icon-component   info-noty style_1\"><div id=\"Info-box-wrap-8045\" 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-8045 .aio-icon-title'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\">It\u2019s All About the Context<\/h3><\/div> <!-- header --><div class=\"aio-icon-description ult-responsive\"  data-ultimate-target='#Info-box-wrap-8045 .aio-icon-description'  data-responsive-json-new='{\"font-size\":\"\",\"line-height\":\"\"}'  style=\"color:#191536;\"><span style=\"font-weight: 400;\">Using W2V, we\u2019re able to target users in real-time, based on their interests, and without compromising their privacy. W2V is a technology that has been at the forefront of our UA campaigns and was coupled with other ML-based methods. To learn more about our contextual targeting via W2V, click <a class=\"custom-link-content\" href=\"http:\/\/persona.ly\/context-distance-calculator\">here<\/a>.\u00a0<\/span><\/div> <!-- description --><\/div> <!-- aio-ibd-block --><\/div> <!-- aio-icon-box --><\/div> <!-- aio-icon-component -->[vc_custom_heading text=&#8221;Frequency Capping&#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;\">One of the most prevalent nuances in advertising is finding the balance between showing an ad enough times to drive users to engagement (in case of performance) or be remembered (in case of branding) but not showing it too much so as to not to become a nuisance. It\u2019s referred to as <\/span><a class=\"custom-link-content\" href=\"https:\/\/persona.ly\/blog\/2018\/07\/lucky-number-7-and-the-value-of-multi-touch-attribution\/\"><span style=\"font-weight: 400;\">\u201cThe Rule of 7\u201d<\/span><\/a><span style=\"font-weight: 400;\"> in marketing, which, of course, went through an adaptation when it came to mobile advertising and the overwhelming amount of content available.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The basis stays the same &#8211; <\/span><i><span style=\"font-weight: 400;\">enough<\/span><\/i><span style=\"font-weight: 400;\">, but not too much. Setting frequency capping (the number of times a user sees an ad within a set time frame) is not an issue when targeting at the user level and relying on a unique identifier. However, when it comes to the campaign, aggregated level, it\u2019s harder to set, measure, and enforce.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In an effort to increase conversions and not impose your ad on the same users too frequently, frequency capping is essential, especially when done somewhat blindly. Instead of using user-level data, users are grouped under known identifiers such as their location, device models, and usage times. Then the group is set with a frequency cap that is carefully calculated, considering it\u2019s estimated size.<\/span>[\/vc_column_text][vc_custom_heading text=&#8221;Closing Thoughts&#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;\">The removal of the IDFA from iOS 14 is a big change that\u2019s shaking up the mobile growth ecosystem. Still, the industry, as it usually does, will evolve to adapt to these challenges. Mobile marketers need to seek out trusted and vetted partners who are quick to adapt to changes and work with them through this change.\u00a0<\/span>[\/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; img_link_target=&#8221;_blank&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; link=&#8221;https:\/\/persona.ly\/context-distance-calculator&#8221;][vc_column_text el_class=&#8221;white-sticky hide-mobile&#8221;]<span style=\"font-weight: 400;\">In-app events speak louder than installs.<\/span>[\/vc_column_text][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; img_link_target=&#8221;_blank&#8221; el_class=&#8221;stick-img-holder-single hide-mobile&#8221; link=&#8221;https:\/\/persona.ly\/context-distance-calculator&#8221;][vc_column_text el_class=&#8221;white-sticky hide-mobile&#8221;]In-app events speak louder than installs.[\/vc_column_text][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 - 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