Welcome to the 11th edition of Moburst’s Monthly Mobile Marketing Roundup – the first edition of 2024!
In this edition, we’ll delve into Meta’s upcoming user ad targeting changes, Apple’s and Google’s response to the EU’s Digital Markets Act (DMA) with new App Store updates and changes to Google Ads, Google Play’s expansion into real-money gaming, and more.
Let’s get started.
Meta is Set to Limit Targeting Options for Advertising Campaigns
The company has recently announced its intention to change its advertising approach by eliminating a variety of highly specific targeting options, effective March 18th, 2024.
- This decision is driven by concerns over privacy, discrimination, and the potential misuse of sensitive data.
- Previously, advertisers could target users based on detailed criteria, including health conditions and political affiliations, which, while effective for precise ad delivery, raised issues about fairness and data security.
So, what does this mean for brands and marketers?
While this may initially seem ideal for those advertising on Meta, these changes present an opportunity for more innovative user ad targeting strategies centered around general interests and behaviors.
- One way to do so is by leveraging Custom Audiences. You can utilize your customer lists, website or app traffic, or interactions on Meta’s platforms to create custom audiences. These are essentially people who are already familiar with your business.
- Another way to replace targeted advertising options is by exploring Lookalike Audiences to optimize your ad engagement and overall performance.
- Lastly, you can use Meta Advantage+ audience for more detailed targeting, meaning your ads might be shown to a broader audience than your detailed targeting choices with the help of Meta’s predictive performance algorithms.
According to Meta, this broader approach, powered by machine learning algorithms, can still yield highly effective results.
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Google Introduces New CMP Requirements in the EU
In response to evolving privacy regulations, Google is updating its EU User Consent Policy in 2024, a move that aligns with the enforcement of the Digital Marketing Act (DMA).
- This update mandates advertisers in the European Economic Area to provide verifiable consent signals, essential for campaign effectiveness and compliance with digital privacy norms.
- It encompasses consent mode changes in Google Ads, Google Marketing Platform, and Google Analytics.
These changes come as no surprise in an era of stringent regulations and the impending deprecation of third-party cookies in Chrome, which require advertisers to adapt by leveraging consented first-party data.
- The policy extends to data from websites using Google tags, apps using Google SDKs, and data uploads from non-Google sources like offline conversion imports or store sales, impacting ad personalization and measurement features.
Brand owners and marketers should know that certain MMPs (mobile measurement partners), such as AppsFlyer, have already implemented support for Google’s EU consent mode policy, with more expected to extend their support for these adjustments in the near future.
- Stay tuned for our upcoming comprehensive analysis of Google’s EU consent policy shift, where our experts will offer valuable insights and a step-by-step guide to help you prepare for these changes effectively.
App Store Updates
App Sideloading is Coming for iOS Users in the EU
Apple has recently announced significant changes to iOS, Safari, and the App Store in the EU to comply with the Digital Markets Act (DMA).
These regulations mandate the company to allow third-party app installations, or app sideloading, outside its iOS App Store.
In response, Apple is expected to update its system in the coming weeks and is reportedly splitting the App Store into two versions: one for the EU and another for the rest of the world.
Apple’s preparations for this legislation, evidenced by features introduced back in iOS 16.2, suggest a strategy for location-based compliance, potentially allowing sideloading exclusively in the EU.
Meanwhile, similar legislative moves in Japan and potential interest from the US Department of Justice indicate a trend towards global sideloading adoption, which might lead Apple to offer this feature worldwide, simplifying compliance.
- This development opens new channels for marketers and developers to distribute apps in the EU, though it brings heightened competition and the need for innovative marketing and pricing strategies.
The update also necessitates region-specific marketing approaches due to the App Store’s bifurcation and places a premium on addressing user privacy and security concerns, particularly for sideloaded apps.
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Apple Launches ‘Contingent Pricing’ Pilot to Boost Retention
In anticipation of the Digital Markets Act (DMA) implementation in the EU, Apple is also piloting a ‘contingent pricing‘ model on the App Store.
- This strategy will allow app owners to offer discounted subscriptions to users who already subscribe to another app, either from the same developer or a different one.
The contingent pricing model aims to foster a collaborative marketing approach among developers, potentially driving higher subscription conversions.
This move is part of Apple’s broader effort to retain developers in its ecosystem amidst the new DMA-driven market dynamics and increased competition.
Check out our complete iOS app marketing guide to learn more.
New App Store Rules for External Payments
Apple’s latest App Store update, influenced by the Supreme Court’s decision in the Epic Games case, now permits app owners and developers to use alternative payment methods for in-app purchases.
However, this change includes conditions like an application process and specific technical requirements. Notably, Video Partner and News Partner programs are excluded from these new rules. Developers using external links for payments will face a 27% commission by Apple on these transactions within a 7-day period.
Google Play Store Updates
Google Play Expands Real-Money Gaming, Providing New Opportunities in Emerging Markets
Google Play is expanding its support for real-money gaming (RMG) apps in selected markets, starting with India, Mexico, and Brazil.
This follows successful pilot programs and includes game types and operators beyond the existing licensing framework.
- The new policy, effective June 2024, also encompasses updated developer policies for user safety, such as age and geo-gating.
- Google Play is revising its service fee model for RMG, reflecting the industry’s unique economics and supporting the Android and Play ecosystems.
This expansion offers new business opportunities, especially for marketers in the RMG space.
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