What actually changed?

Each iOS-based device has a unique IDFA identifier. Before iOS 14.5, all apps on a device had access to the IDFA (unless a user disabled it in settings). The IDFA is needed for accurate attribution and tracking of targeted ads, including app ads placed on Yandex.Direct.

Starting with iOS 14.5, users are asked to decide whether they want to grant access to their IDFA (separately for each app). If users deny access, apps and advertising networks don't have a way to track them, and users see fewer relevant ads as a result.

How does this affect previously launched ads for my apps?

We will continue serving your current campaigns on devices with earlier iOS versions (users with iOS 14.5 won't see any of your current ads).

For campaigns not served on iOS 14.5, you can attribute conversions as before. You can also optimize ad spending to get more conversions for your app, as well as pay per install. However, the reach of your current campaigns will decrease. As more users upgrade to iOS 14.5, your ad audience will gradually diminish. That's why it's important to plan your upcoming campaigns with the new iOS requirements in mind. 

How do I make my ads reach users running iOS 14.5?

First of all, make sure that your app supports the SKAdNetwork API that enables access to Apple's attribution system. If your app already has a mobile attribution SDK with SKAdNetwork API support, you're ready to go: this is all you need for targeting ads in Yandex.Direct. We recommend installing AppMetrica iOS SDK 3.15.1 that natively supports SKAdNetwork setup.

Using Yandex.Direct together with AppMetrica makes campaign launch easier, because you don't need to do additional setup required for third party MMPs.

Now when you create an ad for your app, choose the option "Campaign for iOS 14". This option is available for your new and existing campaigns:

You also need to verify your app.  For AppMetrica, verification starts automatically if your AppMetrica tag and ad campaign both belong to the same Yandex account. If you use AppsFlyer or Adjust, copy the app ID from Yandex.Direct and paste it to a special field in the MMP:

Done! Your ads will run on the new iOS versions, both on Yandex Search and Yandex Advertising Network.

You will see statistics for installs attributed by SKAdNetwork in Report Wizard:

What's special about SKAdNetwork-enabled campaigns?

• You can have up to 10 active campaigns with SKAdNetwork support for iOS 14.5. Keep this in mind when structuring your ad account. We recommend that you use the same Yandex account for all your SKAdNetwork-enabled campaigns.
• The Optimize conversions and Pay per installation strategies are not available for now, but you can optimize the CPC.
• SKAdNetwork's conversion statistics are collected with a time delay and only by date. You won't have access to detailed cross-sections that you're used to seeing.
• SKAdNetwork can't track conversions after the users return to the installed app.

We plan to add more functionality in campaigns for iOS 14, so watch for updates!

Learn more about campaign setup in Help.

How do I reach all iOS users with my ads?

To reach users running any iOS version, create two ad campaigns. In one campaign, enable "Impressions on iOS 14.5 and higher". In the other campaign, disable this option (the campaign will be served on older iOS versions). This way you can ensure that campaigns reach the entire iOS audience, with both older and newer versions.

This is a temporary solution, so you will only need to do this until most iOS users upgrade to version 14.5 (it usually takes a few months).

What should I do if I am monetizing my mobile app with Yandex?

Changes in iOS 14.5 might affect your app revenue. That's because advertising networks are now left with fewer options for matching ads to users who denied access to their IDFA.

To access the IDFA, the app developer must explicitly request permission from the user. The user will only see your app's request once, so it's important to convince them to allow access. See our recommendations on designing the request.

If the user denies access to their IDFA for your app, the SKAdNetwork framework will track conversions for advertisers. The Yandex Mobile Ads SDK version 4.1.2 and up supports this framework.

Make sure that you are using the latest version of the Yandex Mobile Ads SDK to display ads in your app. The latest version is available on GitHub. 

What should other Yandex.Direct users do?

If you don't advertise mobile apps, the changes won't affect you. You can advertise as before.