Apple Search Ads

Many of the tasks that used to be done on a desktop have become just as easy on a phone. Shopping, as an example, is accessible the second a consumer thinks of something they want or need to buy. They can look it up on their smartphone, check out without even needing to grab a physical credit card, and have the peace of mind that the item will be delivered to them within just a few days. 

Over the past several years, we have seen more and more consumers make purchases right from their phones, and e-comm businesses are responding with company apps, an influx in SMS marketing, and various promotional initiatives associated with a mobile-first consumer experience. Because of this, mobile advertising and app advertising are a must in many industries if you want to maximize revenue potential. 

Tips for Creating a Great Mobile Experience

Creating a mobile ad will be different than creating a desktop ad. Here's what you need to know to start an impactful and effective mobile ad strategy:

Design Your UX to be Touch Screen Friendly

Mobile users have different patterns and utilize other features than desktop users. Touch screens are a big part of this user experience as a touch screen inherently creates a different way of navigating your site, such as zooming in or swiping side to side. 

Some ways to do this effectively include: 

• Placing primary content and actions in the center of the screen, using the edges for secondary activities and tabs, and incorporating tertiary functions behind menus. 
• Consider how the user interacts with their device and what is on the screen as a part of that device, such as the grip of their hands, what fingers they use to complete various tasks, and the context of your website, app, or advertisement within the greater UI. An Apple user may have different needs than an Android user. The size of a tablet could change how prominent your design features need to be. 
• When in doubt, remember that recent studies have shown users predominantly touch the center of the screen and use their devices in various ways, challenging the assumption of the "Thumb Zone" designers once had. All these nuances will change how the user interacts with your brand and will have a powerful subliminal effect on how that individual perceives your brand.

Make Creative and Visually Engaging Mobile Ads

Mobile advertisements have a lot of potential to showcase your company creatively. There is a lot of opportunity to show off products and services. Here are a few ways you can ensure the design of your ads is as impactful to potential customers as possible: 

• Size matters: Any images will need to be sized correctly, and they will need to be of high quality to draw your audience’s attention. 
• Keep it short and sweet: Attention spans can be short, so you must catch the consumer's attention within seconds. Knowledge of your ideal customer persona is crucial. Know what your customer will like about the product and immediately showcase that feature. Or, if it is a video ad, add a hook at the beginning of your message to draw immediate attention. 
• Stay on top of trends: You can even use current trends and use that to come off as organic entertainment. Just ensure the message clearly and accurately represents what your company is all about while employing a catchy trend.
• Use every design or content tool you have at your disposal: There is a huge opportunity in both mobile and in-app advertising to push the envelope in creativity. The best marketers are doing this by leveraging augmented reality (AR) to create immersive experiences, using creative GIF animations to boost engagement, incorporating location data for personalized targeting, and employing personalized messaging for effective communication.

Diversify Your Advertising Placements to More than one Platform

To effectively advertise on mobile, it's crucial to understand the different types of mobile ads, such as app ads, social media ads, mobile banner ads, in-app display ads, interstitial ads, SMS ads, native ads, video ads, and audio ads. 

Mobile ads on platforms like Spotify, TikTok, Facebook Stories, and Instagram Stories have proven effective in reaching and engaging audiences. Implementing interactive mobile ads and utilizing formats like Facebook Collections ads can also boost user engagement. Next, we'll dive more into mobile and app advertising specifics on each social media platform.

Paid Social for Mobile

Social media has become a popular pastime for adults, with growing numbers of daily users. This presents a valuable advertising opportunity, allowing you to reach large audiences, increase visibility, and engage with users through your social media presence. Look at some of the complexities that go into each social media platform's available advertising placements.

Instagram story ad

This is a great example of creating an ad that goes along with the patterns of smartphone users. If a user clicks through stories and your ad comes up, they will most likely pay attention to it since they anticipate something new with each click. Some ways to make a great story ad include: maximizing fullscreen usage, highlighting your call-to-action, incorporating text overlays, using audio enhancements, making your ads interactive, consistently branding your ads, and incorporating motion.

Snapchat ad and filter

Snapchat ads are a great way to introduce your organization to a new audience. Snapchat may have different users than other platforms, which is beneficial for retargeting. You can also have your own filter showcasing your brand or product. Many users look through filters to find new or creative ones, and if they choose to use them, they create more reach when they share their image paired with the filter on their personal profile. 

Recently Snapchat has introduced a set of instructions for devising potent Snap Ad campaigns to assist businesses in connecting with its 375 million daily users, primarily composed of Gen Z and millennials. Essential advertising principles the company highlighted involve prominently displaying products, adopting a sound-on design, and employing goal-oriented bidding. In reaction to Apple's iOS 14 update, Snapchat suggests widening targeting scopes, underlining the importance of suitable content for the most valuable leads. 

YouTube ad

YouTube has a large audience reach, and people use YouTube for many different reasons. Video ads can help you connect with your audience as you show more about your brand. There are also options for retargeting. 

The best strategies to creating an effective Youtube ad are: surprising the viewer with unexpected content; improving on competitors' ad concepts; continuously testing and adjusting content; using storytelling to draw in viewers; incorporating user-generated content; emphasizing the benefits of the product or service being advertised; and optimizing content for different viewing devices.

Facebook story ad

Like any other story ad, you can increase reach significantly with Facebook story ads. This type of story ad will take up most of the smartphone screen, just like Instagram. By creating an immersive experience, the goal is that your content will captivate the audience's attention. 

Creating story content is quite straightforward, involving choosing the type of content, customizing it, adding custom links and buttons, and sharing it. Businesses can further optimize their use of Facebook Stories by creating exciting, time-sensitive content, making it interactive and actionable, sharing third-party content, and regularly tracking performance to polish their strategy.

Website display ad

For this ad type, you will want a high-quality, interesting image to draw in your audience. You can create custom audiences by using pixels and tags to target the same people across different platforms. 

Keep the design simple and instantly readable, use buttons wisely, and ensure a clearly defined frame for your ad. Animations can improve performance, but they should not distract from your message. While your ad should complement the website it is on, it still needs to be distinctive. Consistency with your brand is crucial, as is instilling a sense of urgency. Images, if used, should be directly related to your product, and the colors chosen should evoke the right emotions in your audience. Keep the file sizes small for faster loading and use appropriate formats such as JPG, PNG, GIF, or HTML5.

Twitter ad

You can grow a larger audience on Twitter by promoting your tweets. This should boost your followers, and then these users will continue to see your organization's tweets over time. 

To effectively use Twitter Ads, it's essential to follow five critical steps. First, research your competitors to understand which strategies have been successful for them, and take note of the types of offers that generate the most engagement. Second, gather social proof by initially advertising to less expensive audiences to increase engagement before targeting your primary audience. Third, use A/B testing or split testing to determine which elements of your ad perform best, testing one variable at a time. Fourth, avoid including hashtags or mentions in your promoted tweets to ensure your call to action remains the only clickable element. Lastly, create a specific target segment for mobile users, as they comprise about 80% of Twitter's monthly active users. Remember, the goal is to create ads that attract attention and encourage user interaction.

App Advertising Placements

Apple Search Ads

Apple Search Ads (ASA), first introduced in 2016, have recently expanded significantly. The new ASA inventory includes two additional placements: the Today tab and the bottom of individual app product pages. The Today tab is the landing page for users upon opening the App Store, and the new ad placement allows developers to promote their apps alongside daily editorial content. The guidelines for these ads are comprehensive, including a limitation on promotional messaging to 50 characters or three lines of text. Also, the ads must use app screenshots as their main feature. These new placements are expected to increase exposure due to their visibility and broad reach.

The second new ad placement is located directly within the product pages of individual apps, appearing under the “You Might Also Like” section. This provides developers the opportunity to place ads on the pages of other apps. Unlike the Today tab ads, these do not require a custom product page for ad creatives; they are created using the assets already uploaded on the App Store product page. However, due to their location at the bottom of the page and considering that many users download apps directly from search results without visiting product pages, the impact of these ads might be less than those on the Today tab.

Google's Universal App Campaigns

Universal App Campaigns (UAC) is an automated ad type offered by Google Ads, providing an efficient way to advertise mobile apps across Google's extensive ad networks, including search, display, YouTube, and the Google Play Store. UACs utilize machine learning to showcase the most relevant and high-performing ads to users, driving conversions and app installs. The ad campaigns are generated using supplied text lines, images, videos, or HTML5 assets, and over time, the best-performing combinations are identified and displayed to users. UAC ads can run across different Google properties such as Google Search, Google Play, YouTube, and the Google Display Network, as well as on both iOS and Android devices.

Creating a UAC requires manual inputs, including a daily budget, a target cost-per-install (CPI) or cost-per-action (CPA), target location and languages, and up to four text lines. Further, optional media assets can be added to aid in the creation of the ad. When setting up a UAC, selecting the right campaign objective is crucial: "Install Volume" for attracting new users and "In-App Actions" for users likely to complete actions within the app. Google suggests different budget strategies depending on the chosen goal. Finally, setting up UAC involves selecting a device type, adding text ideas, setting location and language targets, defining the campaign goal, budget, and bid amount, and establishing a campaign run date.

Test ads across multiple platforms and determine what works best for your marketing strategy. Advertising across multiple platforms can help increase brand awareness. As mobile devices have become more needed for day-to-day routines, it has created a great opportunity for phone ads. Mobile advertising and app advertising strategies have made it easier for marketers to make ads more personalized for consumers. It can give consumers insight on the brand and what they have to uniquely offer. 

To optimize your mobile and app advertising strategy, start working with a MarinOne expert today.

Apps are now discoverable in more places across the App Store thanks to the new Today tab and product page ad placements. Thanks to these new placements, your ads can now reach users when they first visit the App Store, and while they browse. This expands the touchpoints you can reach users along the App Store customer journey, increasing your chances of snagging your target customers’ attention.

The Today tab ad

This is where visitors (over half a billion of them) start their journey on the App Store. You can now advertise your own app here, using high-impact creatives to capture App Store visitors’ attention. The ad will leverage a custom product page you create in App Store Connect. The custom product page has to include at least four portrait or five landscape assets. It also has to use the correct language for the countries and regions where the campaign will run. 

The custom product page has to be approved first by App Store Connect then by Apple Search Ads for advertising. Once it’s approved, you can head to Apple Search Ads Advanced to begin Today tab campaign creation and submit your Today tab ad creative to Apple Search Ads to be approved for advertising. If you don’t schedule a start date or click Pause while the ad is still in review, it will run as soon as it’s approved. You can always create and submit ads for approval ahead of time to ensure they’re approved and running by a specific date. Note that Today tab ads aren't currently available on mainland China, so keep this in mind when running any international campaigns in the APAC region.

Because these ads are featured right on the front page of the App Store, they are the first content users will see. This makes them solid options for driving app awareness for new launches, special events, and seasonal promotions. 

Today tab ad guidelines

• Promotional messaging should be 50 characters or less, with the lines of text not to exceed three.
• Creative assets have to be screenshots from the app you promote. Promotional, lifestyle, or other images aren’t allowed. 
• The screenshots must be prominent and undistorted, filling up at least ⅔ of each creative asset.
• Pricing, offers, and ranking claims are not allowed in ad creative assets.
• Creative cannot include a font style similar to the App Store Today Card. Phrases “Game of the Day” and “App of the Day” are also not allowed.
• The language in the ad creative must match the language in App Store Connect. 
• Any image that mocks a device and contains a bezel (the border between the screen and the frame of the device) must feature a bezel accurate to the most current Apple devices. 
• The ad creative must comply with Apple Advertising Policies and cannot contain any images considered violent, sexually explicit, or otherwise inappropriate. 

Product pages – while browsing ads

Product pages – while browsing ads are a new ad placement that shows your app to interested users as they browse the App Store. These ads appear at the top of the You Might Also Like list to users who scroll down relevant product pages. You can run your ad across all relevant product categories, or you can refine the categories where it runs. Product pages ads aren’t currently available on mainland China either.

These ads are created using the metadata already uploaded to your App Store product page. They include your app name, icon, and subtitle. 

Time to get started

With these new ad placements, you can reach customers at multiple points during their journey through the App Store. The Today tab places your app in front of users before they think of a solution to their problem. And once they start browsing, product page ads present them with your app as they scroll through similar options. 

With so many new features to explore in Apple Seatch Ads's new ad placements, the next question is what are you waiting for? You can start running these ads now and they're certainly worth a test, especially as we enter the busy holiday season.

Meet with a Marin marketing consultant today to learn how to effectively integrate Apple Search Ads into your omnichannel marketing strategy.

Apple Search Ads is a powerful acquisition tool for app marketing that has been around for several years. It’s a proven method that connects advertisers with a relevant target audience to increase conversions. Using Apple Search Ads, app developers can drastically improve their visibility in the App store, thereby gaining an edge over competitors. And with two different solutions offered—basic and advanced—advertisers can implement either simple or complex campaigns, depending on their organization’s goals. 

While Apple Search Ads are a gateway for advertisers to convert more users, users are hyper-aware that companies are trying to glean as much information as they can to track them. Consequently, privacy settings in Apple’s mobile ecosystem are growing ever-more stringent. More and more users are tapping into Limit Ad Tracking (LAT), a simple but sophisticated feature that can be enabled on their mobile devices to prevent data collection by apps and to help maintain privacy rights. Limit Ad Tracking disrupted the advertising space simply by providing users the option to safeguard their personal data. 

iPhone devices now make up approximately 45% of the US smartphone market and users are turning on Limit Ad Tracking (LAT) to feel safer. This means advertisers face new challenges as they launch their App Store search ads to connect with iOS users. 

Share of Apple iPhone users in the U.S. from 2014 to 2021

What Is Limit Ad Tracking (LAT)?

Limit Ad Tracking (LAT) is a feature on Apple’s mobile OS that gives users a choice to opt out of having an ID for Advertisers (IDFA) and can be turned on from a user’s Settings app. When this setting is on, networks are unable to locate an identity associated with a device, and users who seek privacy protection do not receive unwanted targeted ads. While LAT doesn’t completely block ads, it prevents targeting users based on their behavior, and ad tech companies can’t collect as much data as they normally would if the setting is turned off. Rather, tracking is largely limited to contextual data points such as the device’s OS version, the app store subcategory, the version of the app, and so on. 

LAT was the predecessor to App Tracking Transparency, or ATT. Both iterations are Apple’s way of letting users choose to decline personalized ads. Essentially, the opt-out prevents Apple Search Ads from recognizing the user as a returning customer and using their information to serve more relevant ads. While previously referred to as the Limit ad tracking (LAT tracking) feature, Apple’s verbiage of choice is now “personalized ads”. Instead of turning on LAT tracking to prevent personalized ads, users with iOS 14+ can simply turn off the personalized ads feature. Users who choose to guard their privacy with either version of the feature prevent advertisers from targeting them through any aspects of their Apple ID. This includes demographic and search data. 

With so much riding on whether or not a user consents to personalized ads, you might be wondering if the initial ATT prompt is your only chance to acquire ATT consent. Users can turn off the “Allow Apps to Request to Track” option in their privacy settings. If they enable the requests, advertisers have one chance to request ATT permission. If the user denies the native ATT prompt, you don’t get another chance. 

At this point, your only option is to provide information in your app informing users on the benefits of tracking, as well as how to adjust the settings to enable it. 

Why It Matters for Advertisers

As more users enable the LAT feature on their devices, advertisers are being hit with a big challenge. Many users see LAT as a privacy-preserving tool. For advertisers, however, it reduces their ability to reach their target audience. The implications for marketers are not favorable; here are some of the reasons why. 

1. As the mobile marketing era shifts, user information will no longer be automatically collected. Rather, the user will have to provide it voluntarily, either willingly offering their information or denying it. While users feel more secure using the LAT feature, mobile marketers are unable to access as much information as they were able to previously.

2. The App Store may remove an app that uses an iOS ad identifier outside its intended purpose—and understandably so. A user's Limit Ad Tracking settings should be respected. 

3. If user privacy rights are violated, a developer's app risks its reputation, and users are likely to turn to competitors. The LAT feature has created new challenges for mobile marketers, urging them to step up their game or lose a user’s attention. 

4. For opted-out users, lack of attribution makes it harder for advertisers to measure the success of campaigns. 

Impact of LAT on attribution

Prior to iOS 10, companies did not have to honor the user’s LAT request. Apple also previously allowed companies to use permanent device identifiers (called universal device IDs or UDIDs) for frequency capping, attribution, conversion events, estimating the number of unique users, advertising fraud detection, and debugging. Once iOS 10 entered the picture, Apple began showing zeros in place of the user IDFA for those who selected LAT. IDFA stands for “identifier for advertisers” on Apple mobile devices. It’s like a web cookie, but for ad tracking. An IDFA notifies advertisers when an iPhone user takes a certain action on their ads or apps. 

iOS 14 changed the game by only assigning IDFAs to those who explicitly opt into tracking. IDFAs let advertisers know when a user takes an action as a result of an ad. They’re also used for fraud detection. Post-iOS 14, advertisers have to use Apple’s SKANetwork (StoreKit Ad Network) to get attribution data per campaign and marketing channel without device-level data for privacy safety. 

What to do about Apple’s App Tracking Transparency pop-up

After updating to iOS 15, users receive a prompt explaining what personalized ads are, equipped with buttons for the users to turn the feature on or off. Apple’s data on their first-part advertising efforts shows that when prompted, 78% of users opt to turn off the personalized ads feature. The same data revealed that the conversion rate between users with personalized ads on and off are practically identical. Advertisers report a 62.1% conversion rate for customers who opt in and a 62.5% conversion rate for those who opt out. In response to this data, Apple recommends developers target users with the feature disabled as they are far greater in number. Because there are more users with the feature disabled, bidding prices for that audience are lower. 

How does LAT tracking affect campaigns 

Advertisers who choose to target users based on demographic data like age or gender will not reach those who opt out of personalized ads. Those who don’t target using demographic information will automatically advertise to LAT-on users. 

• LAT-on users don’t share identifying information with Apple Search Ads. This includes age, gender, user behavior, etc. If you use these criteria to refine your audience, LAT-on users will be excluded.
• Targeting LAT-on users is not an option. Advertisers can target either LAT-off users or both LAT-on and LAT-off users. Geographic targeting doesn’t exclude LAT-on users. Discovery campaigns can target LAT-on users, but advertisers will get this data at the ad group level rather than the keyword level. 

Benefits of Limit Ad Tracking (LAT) 

Even with the limitations that LAT poses, Apple search ads enable app marketers to reach their target audience on a global scale. Apple search ads are a very effective channel of advertising with very high user intent, and so the ongoing ad-blocking evolution still has advantages for mobile marketers. 

• Limit Ad Tracking leads to a higher conversion rate. In fact, there is a 50% average conversion rate for search ads. 

• Limit Ad Tracking improves cost per taps and cost per download.

Challenges/Drawbacks of Limit Ad Tracking (LAT)

Although there are many advantages to LAT, there are some obvious downsides. Without IDFA, behavioral targeting becomes impossible, leaving advertisers to depend on contextual targeting criteria. As a result of IDFA opt-in rates ranging from 4–13%, many organizations are seeking solutions that can provide accurate analytics, reporting, and attribution. 

Worldwide Daily Opt-in Rates

For mobile marketers, tracking for LAT-on users is extremely limiting because a user’s data is off-limits unless they provide consent via App Tracking Transparency (ATT). Apple Search Ads ad groups with specific targeting (either age or gender-based) will be unable to reach users who have enabled LAT. Without a way to track LAT-on users, mobile marketers risk missing a quarter of the potential traffic. 

As a result, by only being able to obtain install data from LAT-off users, mobile marketers suffer from data discrepancies that lead to an incomplete picture with a lower number of attributed conversions. Furthermore, turning on LAT can negatively affect the functionality of certain apps by disrupting advertisers’ ability to track revenue and other post-install metrics.

How advertisers can adapt

Possibly the biggest step advertisers can take to adapt as privacy preservation becomes more prevalent is to transition advertising measurement away from deterministic, user-centric models and instead use a holistic model that incorporates variations in ad spend and revenue to attribute efficiency to channel-specific ad campaigns. 

Essentially, privacy preservation and ATT aren’t going anywhere. Workarounds are possible, however they are temporary. Eliminating the need to use extremely targeted ads simplifies the process of reaching target customers. 

How MarinOne can help

MarinOne can help your organization optimize your app campaigns to improve performance and gain efficiencies. So even with the limitations of LAT, you can drive mobile revenue as well as app installations by using MarinOne to get the most out of your Apple Search Ads campaigns. Learn how MarinOne’s Apple Search Ads integration supercharges already powerful Apple Search Ads campaigns.

If you’d like to learn more about how you can use cutting-edge software to reach your customers more effectively, contact us. We’ll be happy to schedule a no-strings-attached demo of our solution for you today. 

‍Apple Search Ads is a powerful acquisition tool for app marketing that has been around for several years. It’s a proven method that connects advertisers with a relevant target audience to increase conversions. Using Apple Search Ads, app developers can drastically improve their visibility in the App store, thereby gaining an edge over competitors. And with two different solutions offered—basic and advanced—advertisers can implement either simple or complex campaigns, depending on their organization’s goals. 

While Apple Search Ads are a gateway for advertisers to convert more users, users are hyper-aware that companies are trying to glean as much information as they can to track them. Consequently, privacy settings in Apple’s mobile ecosystem are growing ever-more stringent. More and more users are tapping into Limit Ad Tracking (LAT), a simple but sophisticated feature that can be enabled on their mobile devices to prevent data collection by apps and to help maintain privacy rights. Limit Ad Tracking disrupted the advertising space simply by providing users the option to safeguard their personal data. 

iPhone devices now make up approximately 45% of the US smartphone market and users are turning on Limit Ad Tracking (LAT) to feel safer. This means advertisers face new challenges as they launch their App Store search ads to connect with iOS users. 

Share of Apple iPhone users in the U.S. from 2014 to 2021

What Is Limit Ad Tracking (LAT)?

Limit Ad Tracking (LAT) is a feature on Apple’s mobile OS that gives users a choice to opt out of having an ID for Advertisers (IDFA) and can be turned on from a user’s Settings app. When this setting is on, networks are unable to locate an identity associated with a device, and users who seek privacy protection do not receive unwanted targeted ads. 

While LAT doesn’t completely block ads, it prevents targeting users based on their behavior, and ad tech companies can’t collect as much data as they normally would if the setting is turned off. Rather, tracking is largely limited to contextual data points such as the device’s OS version, the app store subcategory, the version of the app, and so on. 

LAT was the predecessor to App Tracking Transparency, or ATT. Both iterations are Apple’s way of letting users choose to decline personalized ads. Essentially, the opt-out prevents Apple Search Ads from recognizing the user as a returning customer and using their information to serve more relevant ads. 

While previously referred to as the Limit ad tracking (LAT tracking) feature, Apple’s verbiage of choice is now “personalized ads”. Instead of turning on LAT tracking to prevent personalized ads, users with iOS 14+ can simply turn off the personalized ads feature. 

Users who choose to guard their privacy with either version of the feature prevent advertisers from targeting them through any aspects of their Apple ID. This includes demographic and search data. 

With so much riding on whether or not a user consents to personalized ads, you might be wondering if the initial ATT prompt is your only chance to acquire ATT consent. Users can turn off the “Allow Apps to Request to Track” option in their privacy settings. If they enable the requests, advertisers have one chance to request ATT permission. If the user denies the native ATT prompt, you don’t get another chance. 

At this point, your only option is to provide information in your app informing users on the benefits of tracking, as well as how to adjust the settings to enable it. 

Why It Matters for Advertisers

As more users enable the LAT feature on their devices, advertisers are being hit with a big challenge. Many users see LAT as a privacy-preserving tool. For advertisers, however, it reduces their ability to reach their target audience. The implications for marketers are not favorable; here are some of the reasons why. 

1. As the mobile marketing era shifts, user information will no longer be automatically collected. Rather, the user will have to provide it voluntarily, either willingly offering their information or denying it. While users feel more secure using the LAT feature, mobile marketers are unable to access as much information as they were able to previously.

2. The App Store may remove an app that uses an iOS ad identifier outside its intended purpose—and understandably so. A user's Limit Ad Tracking settings should be respected. 

3. If user privacy rights are violated, a developer's app risks its reputation, and users are likely to turn to competitors. The LAT feature has created new challenges for mobile marketers, urging them to step up their game or lose a user’s attention. 

4. For opted-out users, lack of attribution makes it harder for advertisers to measure the success of campaigns. 

Impact of LAT on attribution

Prior to iOS 10, companies did not have to honor the user’s LAT request. Apple also previously allowed companies to use permanent device identifiers (called universal device IDs or UDIDs) for frequency capping, attribution, conversion events, estimating the number of unique users, advertising fraud detection, and debugging.

Once iOS 10 entered the picture, Apple began showing zeros in place of the user IDFA for those who selected LAT. IDFA stands for “identifier for advertisers” on Apple mobile devices. It’s like a web cookie, but for ad tracking. An IDFA notifies advertisers when an iPhone user takes a certain action on their ads or apps. 

iOS 14 changed the game by only assigning IDFAs to those who explicitly opt into tracking. IDFAs let advertisers know when a user takes an action as a result of an ad. They’re also used for fraud detection. Post-iOS 14, advertisers have to use Apple’s SKANetwork (StoreKit Ad Network) to get attribution data per campaign and marketing channel without device-level data for privacy safety. 

What to do about Apple’s App Tracking Transparency pop-up

After updating to iOS 15, users receive a prompt explaining what personalized ads are, equipped with buttons for the users to turn the feature on or off. Apple’s data on their first-part advertising efforts shows that when prompted, 78% of users opt to turn off the personalized ads feature. 

The same data revealed that the conversion rate between users with personalized ads on and off are practically identical. Advertisers report a 62.1% conversion rate for customers who opt in and a 62.5% conversion rate for those who opt out. 

In response to this data, Apple recommends developers target users with the feature disabled as they are far greater in number. Because there are more users with the feature disabled, bidding prices for that audience are lower. 

How does LAT tracking affect campaigns 

Advertisers who choose to target users based on demographic data like age or gender will not reach those who opt out of personalized ads. Those who don’t target using demographic information will automatically advertise to LAT-on users. 

• LAT-on users don’t share identifying information with Apple Search Ads. This includes age, gender, user behavior, etc. If you use these criteria to refine your audience, LAT-on users will be excluded.
• Targeting LAT-on users is not an option. Advertisers can target either LAT-off users or both LAT-on and LAT-off users. Geographic targeting doesn’t exclude LAT-on users. Discovery campaigns can target LAT-on users, but advertisers will get this data at the ad group level rather than the keyword level. 

Benefits of Limit Ad Tracking (LAT) 

Even with the limitations that LAT poses, Apple search ads enable app marketers to reach their target audience on a global scale. Apple search ads are a very effective channel of advertising with very high user intent, and so the ongoing ad-blocking evolution still has advantages for mobile marketers. 

• Limit Ad Tracking leads to a higher conversion rate. In fact, there is a 50% average conversion rate for search ads. 

• Limit Ad Tracking improves cost per taps and cost per download.

Challenges/Drawbacks of Limit Ad Tracking (LAT)

Although there are many advantages to LAT, there are some obvious downsides. Without IDFA, behavioral targeting becomes impossible, leaving advertisers to depend on contextual targeting criteria. As a result of IDFA opt-in rates ranging from 4–13%, many organizations are seeking solutions that can provide accurate analytics, reporting, and attribution. 

Worldwide Daily Opt-in Rates

For mobile marketers, tracking for LAT-on users is extremely limiting because a user’s data is off-limits unless they provide consent via App Tracking Transparency (ATT). Apple Search Ads ad groups with specific targeting (either age or gender-based) will be unable to reach users who have enabled LAT. Without a way to track LAT-on users, mobile marketers risk missing a quarter of the potential traffic. 

As a result, by only being able to obtain install data from LAT-off users, mobile marketers suffer from data discrepancies that lead to an incomplete picture with a lower number of attributed conversions. Furthermore, turning on LAT can negatively affect the functionality of certain apps by disrupting advertisers’ ability to track revenue and other post-install metrics.

How advertisers can adapt

Possibly the biggest step advertisers can take to adapt as privacy preservation becomes more prevalent is to transition advertising measurement away from deterministic, user-centric models and instead use a holistic model that incorporates variations in ad spend and revenue to attribute efficiency to channel-specific ad campaigns. 

Essentially, privacy preservation and ATT aren’t going anywhere. Workarounds are possible, however they are temporary. Eliminating the need to use extremely targeted ads simplifies the process of reaching target customers. 

How MarinOne can help

MarinOne can help your organization optimize your app campaigns to improve performance and gain efficiencies. Through MarinOne, you can drive mobile revenue as well as app installations by leveraging Apple Search Ads and Google Universal App campaigns. Learn how MarinOne’s Apple Search Ads integration supercharges already powerful Apple Search Ads campaigns.

If you’d like to learn more about how you can use cutting-edge software to reach your customers more effectively, contact us. We’ll be happy to schedule a no-strings-attached demo of our solution for you today. 

Publisher skill certifications are a great resource for seasoned experts and novices alike. Even though seasoned professionals might balk at the prospect of sitting through a certification course, we’ve found that there’s always something to learn in the constantly evolving advertising landscape. 

If you’re looking to level up your skills but don’t know where to start, we’re covering a few popular publisher certifications and our experts’ experiences with them.

Meta Blueprint Certifications

Known by advertising OGs as Facebook Blueprint Certifications, these certifications have undergone an evolution over the years. Meta has continued to expand their certification offerings to include Associate and Professional level specialty certifications in a variety of Meta-related niches. Even experienced marketers will find the content of the study guides and exams challenging - Meta makes you work for that digital badge. While their courses are free, the exams will set you back anywhere from $99-150 apiece. Their exams are also proctored either in person or online, a throwback to high school exam season for many of us.

Customer Engagement Manager Lauren Neels recently took the Meta Media Buyer Certification:

“I recently completed Facebook’s Blueprint Media Buyer Certification. It was a valuable supplement to my experience as a working media buyer in the social space. The exam was a bit challenging (I recommend studying even if you have experience with media buying on Facebook), but it’s a great way to solidify your skills and set yourself apart in the industry. Since the blueprint exam is challenging, this is a certification that really means something to potential employers.”

Apple Search Ads

The Apple Search Ads Certification is undeniably the best way to learn the basics of Apple Search Ads. You’ll learn best practices about all aspects of running Search Ads and Search Tab Ads. Apple also regularly updates their certification as their products evolve and notifies previously certified users, so you never have to worry about being behind the curve! This certification is also free to all, you just need to log in with your Apple ID to get started. 

Here’s what our Customer Engagement Manager Kassi Hall had to say about the certification:

“For the Apple Search Ads certification, I think they had a good blend of information within their certification. With this in mind, I think that this certification would be helpful to both a  digital marketing newcomer and a more seasoned veteran who may already know multiple platforms. Additionally, I think that the certification showed that their ads platform is intuitive and straightforward to use. Overall, I feel as though it was time well spent to complete a fairly short certification, and I would definitely recommend it to anyone looking to get more familiar with Apple Search Ads or for anyone who is interested in testing out running some ads in this space.”

Snapchat 

Snapchat offers a robust library of courses and certifications for every skill level on the spectrum, aptly named Snap Focus. Their programs are very user friendly and some even offer hands-on exercises for those of us who learn best by doing. Unlike some other certifications out there, you don’t have to dedicate hours of time to completing a certification or course. Many are bite-sized for easy integration into your work day.

Sam Larson, our Social Product Manager at Marin, recently completed their Public Profiles for Business Certification:

“Most of Snapchat’s certifications are short enough to complete in a day or less, which makes them easy to fit into a busy work schedule. The concepts are presented in a way that’s easy to understand and put into practice. There are always new certifications and courses being released, so there’s always something new to learn for every skill level.”

Marin Social

Our social certification covers our Marin Social platform in depth. You’ll learn everything from the basics of using our software to time saving tips and tricks. You can expect to find clear instruction and interactive exercises to make the most of your time. This certification is great for current users and new users since there is always something new to discover about Marin Social. 

Earlier this year, Apple expanded their Apple Search Ads portfolio on the App Store by offering a placement in the “Suggested” section of the Search tab. So while app marketers have always been able to reach customers in the results after they search for keywords, now you can get your ads in front of users even before they search. 

This functionality opens up “keyword-free” advertising, meaning your ads will show based on your target audience (location, age, gender, and device type), and the ad copy will be generated from App Store metadata. 

Search tab campaigns are an easy way to help users discover apps they may not have intended to search for, and it also helps app marketers drive visibility and awareness at the right time (versus an always-on approach), while also topping up your conversions and audience pools.

So, does it work? The simple answer is yes! So let’s have a look at some strategies you can use to get the most out of Search tab ads.

When is the best time to run Search tab campaigns?

1. Seasonal periods (Black Friday, Holiday, end of season sales)

For retail, entertainment, and any app marketer impacted by seasonality, running a Search tab campaign can be a really effective way to drive sales during a short time period. You will be showing your ads to customers in your target audience before they search. Tactics like these help gain a competitive advantage by giving you maximum visibility.

2. Key business events (product and app launches, new entertainment or gaming releases)

Similar to seasonal periods, any business event can benefit from an additional boost, especially in a saturated market. Let’s say you are marketing a streaming entertainment app, and you have a new season of a streaming series launching soon — leveraging Search tab ads can build momentum by driving downloads in anticipation of the release date. Follow this up with a search results campaign with the show’s keywords, and you’ve got a one-two punch to maximize conversions. 

3. Reaching specific audiences 

Because Search tab ads use target audiences, they are a great way to reach new users, returning users, or users of your other apps. In the example above, for instance, perhaps you have users who fell off after the last season ended. Search tab ads can complement your integrated media plan: once you’ve raised awareness in the market, you can reach returning users at just the right time, reminding them to re-install before the next season starts. 

4. Brand/awareness activity push

Of course, anyone can benefit from additional exposure, whether you are a well-known brand or just getting started. Most brands have budgets allocated towards competitor campaigns. These can be costly and quite often suffer from low conversion rates. By using Search tab campaigns to target specific audience types, you can drive added value, and help reach new customers. Think of them like an expansion pack to bidding on competitor terms.

How do I get started with Search tab campaigns?

Setting up a Search tab campaign is easy. The process is essentially the same as setting up a search results campaign, only you can skip the keyword miming and implementation step. Since there are no keywords in the campaign setup, Search Match is disabled. Apple Search Ads uses the assets you’ve already uploaded to your App Store product page (app name, icon, and subtitle) to create the ads, so there is no need to provide anything else.

As for pricing, ads are based on a cost-per-thousand-impressions (CPM) model. There is no minimum spend, and you can determine the maximum amount you’re willing to pay with an overall campaign budget as well as a daily cap. You’ll also be able to start, stop, or adjust campaigns any time.

MarinOne’s Apple Search Ads integration supercharges already powerful Apple Search Ads campaigns. From optimization to reporting, MarinOne offers unique advantages to app marketers. Advanced analytical grids provide flexible reporting within and across Apple Search Ads with unlimited data retention. MarinOne for Apple Search Ads also seamlessly integrates with BI Tools such as Tableau and Google Data Studio. Cross-channel reporting puts paid media metrics from search, social, display, and e-commerce all in one place, streamlining reporting workflows.

MarinOne also offers automated bidding leveraging advanced machine learning. Advertisers can also set custom bid modifiers for MarinOne Bidding to adjust to external signals, giving you more time saved on manually optimizing campaigns, better performance, and happier clients. Budget pacing, forecasting, performance insights, and recommendations make planning and management a breeze. Plus, cross-account edits and manual keyword bid overrides give marketers full control over their campaigns. Advertisers can also integrate MMP data and optimize toward post download metrics.

Final thoughts

As Search tab campaigns are best used to reach particular audiences and drive tap throughs during specific periods, any comparison to always-on activity is somewhat misguided. By incorporating both Search tab campaigns and search results campaigns into your overall media plan, you can reap the benefits of incremental growth, reach and additional exposure. 

Integrate your Apple Search Ads account with MarinOne and experience the difference. Reach out to your Marin Software rep to get connected.

Apple Search Ads has been around for several years as a standout strategy for app marketing. Lower acquisition costs, high intent audiences, and straightforward setup have drawn advertisers to the platform (and kept them there). After the addition of Search tab campaigns back in May and the recent integration with MarinOne, if you’re not running Apple Search Ads yet - you should be.

Ads drive downloads

If you’re not familiar with Apple Search Ads, here are a few motivating metrics:

• 70 percent of App Store visitors use search to discover apps. Ads display at the top of search results, giving marketers prime placement for their apps.
• 65 percent of downloads occur directly after a search on the App Store. 
• 50 percent is the average conversion rate for ads on the App Store search results. 

All that Apple Search Ads has to offer

Advertisers can choose between Apple Search Ads Basic and Apple Search Ads Advanced. Basic (as you might assume) is made for those with limited marketing experience, relying on automation to drive campaigns and performance. Advanced is for those with a bit more gusto for advertising, giving marketers more control over keywords, bidding, and audience refinements.

Apple Search Ads setup is similar to other search ads, so PPC natives will feel right at home with the recommended structure and terminology.

Apple Search Ads now offers placements on both the search results page and the Search tab suggested apps list. Search results ads are billed on a cost-per-tap (CPT) model while the newer Search tab ads are priced based on a cost-per-thousand-impressions (CPM) model. Unlike search results ads, Search tab ads don’t require keywords.

Apple Search Ads recommends search results campaigns separated by keyword themes: Brand, Category (read: non-brand), Competitor, and Discovery. Within each campaign, keywords are typically broken down into ad groups with exact match queries, broad match, and Search Match (Apple Search Ads’ flavor of automated intent matching). Advertisers can add negative keywords and refine audiences as needed to funnel intent. 

Search tab campaigns work differently since they don’t require keywords, but advertisers still have control over bidding and audience refinements such as device, customer type, demographics, and locations. As mentioned above, Search tab campaigns are priced on a CPM basis.

Maximizing Apple Search Ads campaigns with MarinOne

MarinOne’s Apple Search Ads integration supercharges already powerful Apple Search Ads campaigns. From optimization to reporting, MarinOne offers unique advantages to app marketers. Here are all of the details:

Reporting

• Advanced analytical grids provide flexible reporting within and across Apple Search Ads with unlimited data retention. MarinOne for Apple Search Ads also seamlessly integrates with BI Tools such as Tableau and Google Data Studio.
• Cross-channel reporting puts paid media metrics from search, social, display, and e-commerce all in one place, streamlining reporting workflows. Combined with powerful dashboards for easy data visualization, you’ll have everything you need for effective account management in one place.
• Automated alerts can be set to notify marketers of performance changes. We all know alerts are life changing!

Optimization

• MarinOne offers automated bidding to improve your Cost Per Tap and Cost Per Downloads leveraging machine learning. Advertisers can also set custom bid modifiers for MarinOne Bidding to adjust to external signals. Read: less time spent manually optimizing campaigns, better performance, and happier clients.
• Budget pacing, forecasting, performance insights, and recommendations make planning and management a breeze. Plus, cross-account edits and manual keyword bid overrides give marketers full control over their campaigns.
• Advertisers can integrate MMP data and optimize toward post download metrics.
  

Integrate your Apple Search Ads account with MarinOne and experience the difference. Reach out to your Marin Software rep to get connected.

iOS 15 is here and with it come several updates for apps like SharePlay streaming in FaceTime, Notifications Focus and Interruption Levels, and Swift UI updates. But there are still a few straggling developer updates that Apple has committed to launching before the end of the year, and app marketers should take note. Custom Product Pages and Product Page Optimization are two features designed to help maximize app store listings and ultimately drive user acquisition.

What are Custom Product Pages?

Custom Product Pages allow app marketers to create more relevant, custom pages on the App Store that can be tailored to specific target audiences and linked to individual campaigns. As an example, a fitness app could develop one product page that highlights a GPS running tracker to audiences interested in marathons, and another product page that highlights trail maps to audiences interested in mountain biking. Other options might be creating pages based on user locations for delivery services or in-app options like gaming avatars or streaming content themes. Whatever the content may be, custom product pages deliver a personalized app store experience to users which are sure to increase conversion rates.

You can create up to 35 custom product pages and each page can be customized with metadata for app preview videos, screenshots, in-app notifications and promotional text, giving advertisers a wide range of flexibility for targeting customers with personalized content. App analytics will provide metrics for each product page on impressions, downloads, conversion rates, retention data, and average proceeds per paying user so you’ll be able to see which pages are driving awareness, conversions, and in-app behavior.

What is Product Page Optimization?

Product Page Optimization applies to your default product page, where users might land through search or browse. This feature allows app marketers to set up two separate default pages and split traffic between them. You can select up to three treatments for the treatment page including app icon, preview videos, or screenshots. Once you’ve designated the percentage of traffic to each page, you can let the test run and then monitor results like impressions, downloads, and conversions. Use those results to determine if you should apply the treatments to your default page, and you’ve now optimized your page for the best possible conversion rates.

What You Can Do to Prepare

Don’t wait for Custom Product Pages to arrive! Start mapping out which features and content you have in your app and how they might appeal to a particular audience. Next, think about which preview videos, screenshots, and text would be most impactful to convey the highlighted feature to that specific audience. You still have time to create new assets and copy if you feel there are other messages that would resonate with potential users.

You can also start thinking through any treatments you might want to consider testing for your default page. Once Product Page Optimization launches, your treatment page will have to be approved by App Review, so be ready to go with your selected icon, video, and screenshot choices.

Do some prep work now, and you’ll be able to hit the ground running to drive incremental app installs as soon as Apple rolls out their Custom Product Pages and Product Page Optimization.

Apple Search Ads + MarinOne

Now that you’ve planned out your default and custom page optimization, MarinOne can help you analyze your campaign performance and automatically identify opportunities in your account with estimates of potential value and easy implementation. Our optimization tools help identify optimal levels of spend while MarinOne bidding delivers the best possible performance.

MarinOne has been helping advertisers manage and optimize their Apple Search Ads campaigns since 2019, and we were recently recognized as an Apple Search Ads Partner specializing in campaign management. Apple Search Ads Partners are leading companies skilled in helping Apple Search Ads Advanced customers manage, measure and optimize their campaigns.

MarinOne also integrates with leading mobile measurement solutions including Kochava, Appsflyer, Branch and Singular, as well as traditional measurement solutions like Google Analytics  to give advertisers a complete view of their return on investment. Advertisers can also manage their Apple Search Ads alongside their Google Universal App Campaigns, making it easy to share insights across publishers.

Click here to get started with Apple Search Ads today.

Marin Software has been recognized as an Apple Search Ads Partner specializing in campaign management. Apple Search Ads Partners are leading companies skilled in helping Apple Search Ads Advanced customers manage, measure and optimize their campaigns. Marin has been helping digital advertisers get the best performance from their advertising campaigns for almost 15 years and has helped manage and optimize over $40 billion in advertising spend.

Our self-serve MarinOne platform has been helping advertisers manage and optimize their Apple Search Ads campaigns since 2019. In the first quarter of 2020, our client’s Apple Search Ads spend grew by 200% year-over-year, a sign of their success with this advertising channel.

As an Apple Search Ads Partner, Marin will work closely with Apple Search Ads to provide our joint customers with the highest level of support and expertise, including sharing best practices and implementing the latest Apple Search Ads features.

“Apps represent an increasingly important part of the marketing mix for many advertisers, not just for app and game developers,” said Chris Lien, Marin’s Chairman and CEO. “Our customers have seen fantastic results using MarinOne to optimize their Apple Search Ads while coordinating with their other search, social and eCommerce campaigns.”

Paddy Power, one of the most popular betting brands in the UK and Ireland, tested Marin Bidding on their Apple Search Ads campaigns to see if they could improve efficiency and lower CPCs and CPAs while maintaining steady app installs and revenue.

“We tested Marin Bidding on Apple Search Ads and our CPAs came down by 30%. Our CPCs became more manageable and we were able to free up budget to re-invest in additional growth opportunities. We’re thrilled with the results, and we plan to keep using MarinOne Bidding for Apple Search Ads on other lines of business in the future,” noted Anthony Elders, Head of Search, Paddy Power Betfair.

The powerful MarinOne platform integrates with leading mobile measurement solutions including Kochava, Appsflyer, Branch and Singular, as well as traditional measurement solutions like Google Analytics  to give advertisers a complete view of their return on investment.

Our optimization tools help identify optimal levels of spend while MarinOne bidding delivers the best possible performance. MarinOne’s Insight module automatically identifies opportunities in your account with estimates of potential value and easy implementation.

Automation tools make it easier and more efficient to manage Apple Search Ads campaigns. Advertisers can manage their Apple Search Ads alongside their Google Universal App Campaigns, making it easy to share insights across publishers.

Click here to get started with Apple Search Ads today.

Apple continues to increase restrictions on user tracking in Safari, including on mobile, where it captures 58% of overall traffic and 66% on iOS devices. These restrictions mean that your current online conversion tracking setup is probably going to be missing a significant chunk of conversions, especially if you have a longer purchase cycle (Travel, Auto, Financial Services, etc). But there are ways to ensure you aren’t losing this valuable data while respecting user privacy. Read on for the full story and how we can help.

What is the context for ITP?

Imagine if every time you saw an ad on a bus, on a billboard, on TV, or in a magazine, you placed a Post-itⓇ note with the ad info on your wall. After a few days it would look something like this:

Photo by Wanda Lotus

Now imagine every website you visit could take a look at that wall, and even some of their partners could see what you’ve been up to. They can use this information to track your purchases and target you with new ads. This is basically the online reality that Google, Facebook, and other ad-driven businesses operate within today.

Apple, perhaps seeing an opportunity for differentiation compared to Google’s Android, has started to portray itself as a safer choice for privacy-conscious users:

Safari ITP: Getting tough with cookies

Safari, Apple’s built-in browser, has a market share approaching 50% on mobile devices. In 2017, Safari released the first version of Intelligent Tracking Prevention (ITP), which limited certain third-party cookie usage to 24 hours, reducing ad retargeting ability and some user tracking methods (i.e., tracking via URL redirection). (Check out our blog post The Winds of Change Are Chilling for Some in AdTech for a look-back on the impact of the original ITP release.)

Perhaps an unintended consequence, these initial limitations on third-party cookies actually reinforced the advantage held by large, established publishers such as Google and Facebook. Because consumers regularly visit those sites directly, they continually receive new cookies in a first-party context, which can be read later on a visit to an advertiser’s website and used to retarget or track the user. (Note: This workflow assumes a Google or Facebook tag is installed on the advertiser’s website, which is commonplace.)

By comparison, virtually nobody visits criteo.com or doubleclick.net directly, so those sites are forever stuck in third-party limbo, and subsequently their cookies are removed by Safari ITP. The ITP crew went on to flag the practice of reading first-party cookies in third-party context as a loophole, and that loophole was closed with ITP 2.0 in September 2018.

Apple didn’t stop there. In March 2019, the ITP team turned their attention to genuine first-party cookies being set or accessed by on-site tracking tags (i.e., set using JavaScript). So we can see that the Safari ITP 2.1 (announced in March) and ITP 2.2 (announced in May) releases are forcing the expiration of these first-party cookies first to 7 days, and then to 1 day respectively.

What are the implications of ITP in Safari 2.1
and Safari 2.2?

1. Measurement. Going forward, Safari will look at how the cookie is being set (via redirect, JavaScript or from the web server). Measurement systems which rely on discouraged approaches will increasingly show purchases as “direct to site” or attribute the entire purchase to the last ad click. You can evaluate the relative conversion rates by browser (i.e., Chrome vs. Safari) to monitor impact. For example, users researching a big ticket purchase like a car or vacation may browse over weeks, but Safari will no longer track these users over subsequent weeks. As you can see below, Marin is providing our customers with actual impact analysis to help marketers understand the issue.
2. Redirects. Measurement systems that use redirects, or third-party cookies, have seen a decline in Safari visitors since last fall with ITP 2.0. Marin has been very active over the past two years in moving our customers over to first-party tracking to ensure that campaign measurement remains intact.
3. Retargeting. Expect retargeting spend on Safari to continue to decline slowly (as the targeting information provided by cookies disappears). These additional ITP releases extend the retargeting prevention to the big publishers like Google and Facebook (previous releases impact focused on third parties).

Sizing the impact

Marin has an ITP Impact Analysis Tool that calculates conversion losses on Safari. These reports show your attributed conversions by time of click, broken out by key browsers and Safari ITP versions, and will showcase a trendline for the conversion lag associated with Safari ITP 2.1.

So what should I be doing?

There are several options to address the reporting gaps exposed by Safari ITP, but we believe the best option is to upgrade your measurement solution.

• Move away from tracking via redirects. Redirects have been considered third-party by Safari for years, but now they’ve moved to close all the tracking/redirecting loopholes. Do not use redirects for new programs and be sure to move to a more modern approach for existing programs.
• Estimate Safari conversions based on Chrome users. This is an easy and low-touch option but raises some accuracy questions. This approach is used by Google, but it often performs differently for mobile users because Safari reaches a younger, more mobile, and more affluent demographic than Chrome.
• Upgrade your measurement source. With the latest iteration of Safari ITP, it’s clear that measurement solutions purely relying on client-side logic (i.e., standard website tracking tags) will no longer work. Marin is able to offer its customers a range of solutions, which require very little implementation from the advertiser. With one of these solutions deployed, you’re guaranteed no impact from the changes in ITP 2.1. (and we can prove it with our monitoring suite).
  
• Hybrid server/client cookies. First-party cookies are set on the server side but sent from the client side. This is a lower-effort approach for advertisers that addresses ITP requirements by moving cookie setting to the advertiser HTTP requests rather than Marin JavaScript. Advertisers without the resources or time to set up the server-side cookies on their own can request that Marin set these via administration (CNAME) and SSL certificate.
• Full server-to-server. This option requires the most effort but is free of all Javascript. Under server-to-server, the advertiser’s web server captures browser data and sends it to a Marin API behind the scenes. Marin processes this data to build and apply the correct attribution model. Marin will provide the logic to be coded.
• 
  

Marin Tracker measures ad effectiveness for each advertiser by looking only at that advertiser’s results. We don’t look at the behavior of a visitor across domains. Given Marin's same-site, first-party design, we couldn't even if we wanted to. We operate within both the spirit (and the rules) of what the ITP team is trying to encourage.


Let’s find the right solution for you and your valued customers. Contact us or ask your Marin account manager how Marin can ensure accurate measurement with the growth of Apple ITP.