Remarketing in the privacy era

Is rich user segmentation still important in 2023? How can marketers improve it using AI? What is remarketing in the privacy era generally? Appsflyer will help answer these and other questions.

Recent changes in the mobile ecosystem have impacted marketers’ ability to effectively engage with their entire user base. With the introduction of app tracking transparency (ATT), marketers lost access to a significant number of iOS users for remarketing, with the average ATT consent rate reaching 46% (among users who saw the prompt) and the dual consent rate reaching 27%.

A side note: Appsflyer about state of the mobile gaming advertising market

Personalised remarketing is still crucial for both owned and paid channels. Since iOS 14, and particularly during the current economic downturn, marketers have shifted their focus from costly user engagement to retaining and increasing the value of their existing user base.

As the price per installation (CPI) continued to rise, remarketing became a logical alternative to increase the number of active and valuable app users, as it was at least 5 times more economical.

With fewer users agreeing to share identifiers, marketers may only reach some mobile users in ad networks. Nevertheless, this subset of users can be successfully retargeted in high-impact campaigns. The reason is simple: a larger audience does not mean better performance.

The research found that almost half (46%) of users, including 51% in the US, said they would be willing to share their data with brands they trust if it resulted in a better and more personalised user experience.

In native channels, such as push notifications, contextual campaigns delivered conversion rates of 12.3%, compared with 4.9% for conventional. Paid channels also led to higher conversion rates for personalised campaigns. Because generic campaigns proved significantly less effective, using rich segmentation to personalise messages in the right context remains key to the success of your marketing strategy.

The bottom line is that marketers who know how to use segmentation intelligently, in combination with data, AI can easily achieve successful results even in an era of tight privacy.

Read the full article here.

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