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Charles Beaulieu
Publié le mars 15, 2021
Charles Beaulieu
Publié le mars 15, 2021

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Advertising Impact

As shown above, ATT will have an impact on the availability of data. This impact is translated to either restriction, aggregation, or timeliness problems concerning that data. The number of events returning information will be limited for example.

Measurement and KPIs

  • The number of data-sharing events will be limited which is a sizeable change. Facebook, for example, will have to limit to 8 the number of conversions available to a single domain;
  • Algorithmique modelization will help give us a reliable perspective of conversions. Nonetheless, we will probably see a drop in iOS performance.

Targetting

  • Small audience sizes;
  • Small custom audience sizes (e.g. email lists).

Optimization

  • Reduced quantity of information available in real-time. This will have an impact on DSPs' machine learning capabilities;
  • Reduced optimization granularity for certain KPIs (due to limited pixels).

The biggest impact will be concerning Facebook since very specific actions must be taken. Antoine and Marco will let you know when it will be time to take those actions. This should now affect the accounts except for Desjardins. And in that case, the changes are already taking place.


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