iOS 15 to impact email ad monetisation

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 04, 2021, 1:11 PM GMT+0

Publishers who monetise email ads should be better prepared for the upcoming iOS updates and respond appropriately.

Apple’s upcoming iOS 15 update including Mail Privacy Protection (MPP) could impact email ad monetisation. Irrespective of the email service used, the new update will open all emails through Apple Mail App or a proxy server that will pre-load content, impressions and tracking pixels.

This will render all the impression data ineffective since all emails are opened through Apple Mail App or a proxy. The feature, however, is not enabled by default, and users will be prompted to opt-in or opt-out, in the Apple Mail App following the update.

Inaccurate data in turn will reduce the efficiency of eCPM algorithms as Apple Mail data will be compromised. Networks should work with publishers to find an alternative to CPC pricing and find solutions for the iOS 15 release.

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