Over 90% of Bango audiences are independent of IDFA and are unaffected by the changes in iOS 14 and SKAdNetwork. Most Bango Audiences uses hashed MSISDNs supplied by trusted payment partners to create custom and lookalike audiences that are shared using Facebook Business Manager or TikTok for Business. Although the overall size of the lookalike audiences remains unaffected, we expect a decrease in the percentage of iOS users across all Facebook/TikTok audiences. Bango remains the best way to focus your marketing on audiences of users proven to pay, and to help you benefit from the changes ahead, especially around IDFA.
Apple devices provide the capability to monitor ad interaction, control personalisation and track app analytics. The device (not the user) is tracked using an identifier, IDFA (Identifier for Advertisers), which does not contain any user specific personal information. The justification is that adverts can be tailored to users’ preferences and they will see more relevant ads. iOS 14 introduces the ‘SKAdNetwork’ advertising framework for app developers and ad networks to register with. A significant change here is that by default, users must opt in to allow each app to track information using IDFA (previous versions of iOS did not require this). All apps will have to prompt the user to allow tracking which may hinder common operations like attribution monitoring. Bango Audiences are primarily created using hashed MSISDNs and these remain unaffected by the iOS 14 and SKAdNetwork. The only exception to this are audiences in Japan and South Korea where our suppliers are preparing opt in strategies, these account for less 8% of our audiences. Bango will continue to produce Facebook/TikTok custom and lookalike audiences for the vast majority of geographies available. Other vendors who are reliant on IDFA to create audiences and track activity will need to get explicit consent from the user for every app.