Marketing campaign Crash Course: Learn how to plan a cellular advertising technique in response to the IDFA | promoting

Welcome back to Campaign Asia-Pacific’s Crash Course Study Series, where you’ll learn valuable lessons and practical business tips on current and important topics from industry experts in just five minutes. Think of it as a mini-mini MBA, if you will.

Lessons will cover the full breadth of the Marcomms industry, including technology, creativity, media, strategy, leadership, diversity and inclusion, and more. We start by introducing you to larger topics and delving deeper into certain elements in the future. This series is designed to be useful for C-suite executives as well as newcomers to the profession.

The lesson

Lesson 34 in the Crash Course Series looks at the impact of Apple’s major privacy change in iOS 14.5, when the free use of its Advertiser ID (IDFA) for everyone ended. IDFA is used to track users across apps on the operating system and measure the performance of ads. The introduction of Apple’s App Tracking Transparency (ATT) framework required users to sign up for tracking, and the early news about opt-in rates was pretty bad. These changes have profound implications for in-app advertising strategies in the Apple ecosystem that were previously underpinned by user-level targeting. While a short-term strategy might be to move to Android, similar privacy measures are expected in this operating system soon.

In this lesson you will learn:

• How advertisers are currently using IDFA.

• How the IDFA changes affect advertisers.

• How Branded Advertisers Should Build Their Post-IDFA Strategy.

• How performance-driven advertisers should build their Post-IDFA strategy.

Your teacher

Vasuta Agarwal is the APAC General Manager at InMobi and responsible for running business in India, Southeast Asia, Japan, Korea and ANZ. Previously, she was VP and GM for India and South Asia for three years. Agarwal has been with InMobi for more than nine years and first joined in 2012 as part of the founding team.

Prior to joining InMobi, Agarwal worked at McKinsey as a management consultant and at Intel as a chip design engineer. She has been featured in the Asia-Pacific campaign “Women to Watch 2020” since 2018, in Impacts “Top 50 Influential Women in Media and Marketing in India” and in 2018 in the “Women Ahead List” of the Economic Times.

The quiz

After watching the video above, you can test your knowledge of IDFA with this quiz: