"Perhaps [Apple's reviewers] don’t think that a flipping motion is in keeping with that user experience," mobile app maker Fiksu's Craig Palli told the site. Indeed, it seems that app makers who were hoping to get away with 10.6 violations aren't having the kind of luck they used to have, though it's not entirely their fault for thinking a policy change is taking place.
Is there an official effort to crack down on iOS developers' cookie-based tracking to push them toward Apple's own ad tracking system? According to a recent report from TechCrunch that cites various industry sources, the answer is yes—Apple has reportedly begun aggressively rejecting apps that make use of their own tracking system instead of Apple's. The report claims app makers are "starting to have their apps rejected by Apple’s App Review team" as a result, indicating a shift in Apple's internal app approval policies.
Craig Palli, VP of Business Development at mobile app marketing firm Fiksu, explained to TechCrunch that, "Within local storage, an app developer can drop a token -- an ID, if you will -- and then retrieve it later. In this regard, it works like a cookie, so the industry frequently uses it and talks about it like it's a cookie."
Apple is moving developers towards adopting the company's own iOS 6 tracking technology and not their homegrown methods. One of these alternative techniques is cookie tracking and, according to a report in TechCrunch, Apple may be rejecting apps that use this method.
There are a handful of different tracking methods in use right now, said Craig Palli, vice president of business development at mobile app marketing company Fiksu.
Palli, who is also quoted in the original story, notes that he personally knows of 10 apps — which he did not name — that use cookie tracking and were approved by Apple in the last month. “Some very large brands have been rejected, but those [app] rejections are not pervasive across the ecosystem,” he noted. In other words, there’s no real pattern yet in the rejections, perhaps other than a user interface rule violation.
“Within local storage, an app developer can drop a token – an ID, if you will – and then retrieve it later. In this regard, it works like a cookie, so the industry frequently uses it and talks about it like it’s a cookie,” explains Craig Palli, VP of Business Development at mobile app marketing firm Fiksu, which works with developers on user acquisition efforts.
Mobile app developers using a technology called “cookie tracking” (sometimes called “Safari flip-flop” or “HTML5 first party cookies”) are starting to have their apps rejected by Apple’s App Review team, we’ve heard from a few different industry sources. With this method in place, Safari is opened upon first launch in order to read a cookie that may exist from a user’s past interactions with ads. In terms of the user experience, it’s not ideal, but it is one that some app makers are utilizing as an alternative to the deprecated UDID – the unique device identifier that Apple first announced plans to phase out back in mid-2011.
In the real world, the problem is that some companies are paying $8 to acquire a user. And mobile marketing firm Fiksu says that the cost of user acquisition rose 21 percent from November to December.
Game designers may not care about it, but acquiring users is still one of the most difficult tasks in launching a free-to-play mobile game. The problem is that a new game will compete with 132,000 other active titles on Apple’s iTunes App Store. Advertising can help it stand out, but as ad costs rise, the risks are very real that a company may pay more to get new users than it can generate a return on.
If a company pays $3 each to get 100 users, it would be outstanding if 10 percent of them convert into paying players. To get a return on the advertising outlay, those players have to generate $30 over the lifetime of the game (a stat known as lifetime value). It can’t take forever to get those users, either.
With more than 1.5 million apps in the Apple and Android app stores, mobile app marketers face the enormous challenge of achieving discoverability, sustained user engagement and, ultimately, monetization.
Successfully marketing your app requires more than strategic mobile media buying and compelling, creative advertising. High-performance mobile app marketers have a laser-like focus on targeting and acquiring loyal users – those who take a specific action, such as an in-app purchase or registration. It's these loyal users who become repeat customers, word-of-mouth advocates, and deliver real, ongoing ROI.
By Craig Palli originally published on Boston.com.
Ad tracking and measurement rank among the chief worries of app marketers right now.
In the Mobile Marketing Association’s July Survey, 48 percent of app marketers said this was their No. 1 concern. Ad targeting and optimization technologies on mobile are more complex and less sophisticated than what’s available online – but no less critical to successful marketing. Detailed insight into how your app marketing ads are performing is crucial to delivering the price and performance results that you demand.
Fortunately there are some key steps you can take to address the tracking and optimization challenges. Here are five key lessons mobile app marketers should keep in mind.
This sponsored post was produced by Fiksu and originally published on VentureBeat.
The news means that app publishers will be able to advertise using Facebook’s mobile ad service, which includes support for app store links to drive immediate installs, as part of Fiksu’s Mobile App Marketing Platform.
Once developers have inserted Fiksu SDK code into their apps, they can start using the platform, which targets relevant mobile ad networks, real-time bidding exchanges, incent networks, and premium publishers to automatically bid for advertising. Fiksu says that it makes over 500 million real-time bid requests daily.
According to Craig Palli, VP of Business Development, the move to add Facebook support was partly due to the company’s core strategy, but also from “numerous” client requests to integrate social media into their ongoing acquisition strategies.
Fiksu, a Boston-based app marketing startup, is today rolling out support for Facebook mobile app install ad optimization. The company previously supported optimizations for display ads, video ads, incentivized installs and more, but the move to add Facebook is a testament to the social network’s growing influence as a way to drive app installs for publishers.
This integration with Facebook marks an important milestone for Fiksu and for our mobile app marketing clients.
Facebook’s mobile application install ads are now integrated with the Fiksu Mobile App Marketing Platform, allowing Fiksu clients to tap into what has turned out to be a successful ad product from the social network.
Fiksu said the integration combines its media-purchasing and optimization offerings and real-time infrastructure with Facebook’s “extraordinary reach and rich audience data.”