The world of mobile addressability is changing.
According to GroupM, 56% of consumers want more control over their data, and consumers are starting to lose trust in the companies they engage with. That mistrust has led to regulators and other governing bodies like the GDPR and CCPA enacting tighter data-privacy regulations—forcing publishers to lose audience data connectivity across all channels and preventing them from a significant increase in in-app monetization connecting inventory to brand first-, second-, and third-party audiences.
In the constantly evolving addressability landscape, mobile app publishers need fresh strategies for a new mobile ecosystem—one that puts individuals in control.
We’ve put together a Mobile App Addressability Playbook, featuring proven strategies, tactics, and best practices for maintaining and expanding addressability, increasing yield, and preparing for future shifts in the mobile space.
Here are some authentication strategies mobile app publishers can enact right now:
The purpose of a first-party data strategy is to earn the trust of your user base so you can learn more about their in-app behavior in order to improve your app’s user experience. The best way to foster a direct relationship with your users is by providing a way to create an account. When creating an account, users expect a value exchange that they can trust. This means that the exclusive content and features of the app’s logged-in experience must be obvious when a user chooses to create an account. Inspire a user to create an account by offering features that are only available when the user is logged in. Features could include accessing time-sensitive content, rewards, or premium experiences that are unavailable to logged-out users. You know your app best, and a first-party data strategy can help you learn more about what your users want.
Social log-ins—where a visitor uses their social media credentials to log in instead of setting up a new account specifically with a publisher—is a common authentication method. These are the most convenient options for users, since they do not have to set up a new account or remember a new password; they can simply use their existing public personas from Google, Facebook, etc, instead. Providing social log-in options alongside your standard registration procedure is a frictionless way to streamline the process and increase overall authentication rates. Social log-ins are a less direct way to establish a relationship with your user base. While this is a popular method, keep in mind that you can learn more from your users by establishing direct registrations fostered by trusted value exchanges.
These are only two tactics that deliver results as a privacy-first solution. For more best practices, and to learn how TextNow drove a significant increase in in-app monetization without a reliance on device-based identifiers, such as Apple’s IDFA, download the complete Mobile App Addressability Playbook. Inside, you’ll find what it takes to maintain and expand addressability, the role authentication and first-party identifiers play in re-architecting the advertising ecosystem, and everything you need to garner authentications in a privacy-centric world.