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Apple’s Privacy Changes Slashed Ad ROI 38%. This Company Says They Can Fix It

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Apple’s privacy changes on iPhone have cut the average mobile advertiser’s return on investment by almost 40% and caused them to drop mobile ad spend by 25%, according to a mobile measurement company’s data. The company, however, says that they have a solution.

Which sounds great ... if the estimates are accurate.

That’s good enough, marketers say, to know with reasonable certainty which campaigns are performing well and which aren’t. That in turn helps advertisers optimize their ad spend, making it more efficient and therefore more profitable."Collecting and analyzing data from SKAdNetwork can quickly become a time-consuming pain. Singular's SKAdNetwork suite has helped us improve significantly," Marcus Dale, CTO of Qiiwi Games, said in a statement.

The solution, called SKAN Advanced Analytics, includes technology to model missing events and conversions, additional software that maximizes the amount of data that Apple provides back to advertisers, real-time predictive analytics for ad campaign optimization, and estimated cohorts, a metric that helps mobile marketers measure the impact of their ad campaigns over time.

Many larger brands, however, are being careful to follow Apple’s privacy rules not only out of an abundance of caution but also a feeling that privacy is the future.

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