{"id":8455,"date":"2021-06-24T06:31:00","date_gmt":"2021-06-24T06:31:00","guid":{"rendered":"https:\/\/tenjin.com\/?p=8455"},"modified":"2023-11-02T04:56:12","modified_gmt":"2023-11-02T04:56:12","slug":"ios-15-new-challenges","status":"publish","type":"post","link":"https:\/\/tenjin.com\/es\/blog\/ios-15-new-challenges\/","title":{"rendered":"La creciente tasa de adopci\u00f3n de iOS 14.6 reduce el gasto publicitario en iOS. iOS 15 ayuda a los anunciantes pero tambi\u00e9n introduce nuevos retos"},"content":{"rendered":"<p class=\"translation-block\">La tasa de adopci\u00f3n de iOS 14.6 est\u00e1 alcanzando la marca de 50%. No es de extra\u00f1ar que exista una correlaci\u00f3n directa entre las tasas de adopci\u00f3n y el gasto publicitario (en el post se incluye un gr\u00e1fico detallado). Gran parte de ello se debe a la reticencia de los anunciantes a gastar cantidades significativas de presupuesto en <a href=\"http:\/\/blog.tenjin.com\/ios-14-mmp-free-publisher-guide\/\" target=\"_self\">SKAdNetwork<\/a>. En lugar de iOS, los desarrolladores est\u00e1n <a href=\"https:\/\/ghostwhite-antelope-160361.hostingersite.com\/blog\/ios-14-mmp-free-publisher-guide\/\" target=\"_self\">utilizando sus presupuestos para promocionar aplicaciones de Android, que son m\u00e1s medibles.<\/a> Sin embargo, hay una luz al final del t\u00fanel o al menos una buena noticia - despu\u00e9s de iOS 15, los anunciantes podr\u00e1n recibir copias de los postbacks de SKAdNetwork.<img src=\"https:\/\/lh4.googleusercontent.com\/7vfQJChy6zE2-GIQT5ZFKkt3ZdyPQjM1QPsGrNDaf-cHv07qSnI7yXXK-LKiNKVgTHjONum9medc64NFnv28IM6fxd-kCWzbFo8h_p3TPCuuuehu6_h-T3w9GtFVKfgt742YkBlu\" class=\"\">.<\/p>\n\n\n\n<p>Todo indica que el gasto en iOS seguir\u00e1 disminuyendo hasta que los anunciantes descubran c\u00f3mo realizar campa\u00f1as rentables a trav\u00e9s de SKAdNetwork. Por supuesto, la evoluci\u00f3n de SKAdNetwork es un factor crucial. La opci\u00f3n anunciada recientemente de enviar postbacks a los anunciantes es sin duda un paso en la direcci\u00f3n correcta para ofrecer m\u00e1s transparencia.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">iOS 15 hace que SKAdNetwork sea m\u00e1s transparente para los anunciantes<\/h2>\n\n\n\n<p>La WWDC 2021 trajo un gran y esperado anuncio de SKAdNetwork. A partir de iOS 15, los anunciantes podr\u00e1n recibir directamente una copia de cualquier postback de SKAdNetwork (<a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\/configuring_an_advertised_app\">fuente<\/a>). Originalmente, los postbacks de SKAdNetwork estaban disponibles exclusivamente para las redes publicitarias. Esto es \u00fatil por varias razones:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Los desarrolladores pueden ver datos postback m\u00e1s detallados en sus almacenes de datos o DataVault si utilizan Tenjin.<\/li>\n\n\n\n<li>Los desarrolladores pueden verificar lo que reciben las redes publicitarias para la facturaci\u00f3n<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image\"><img data-recalc-dims=\"1\" decoding=\"async\" width=\"1600\" height=\"800\" src=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-12.png?resize=1600%2C800&#038;ssl=1\" alt=\"\" class=\"wp-image-8457\" srcset=\"https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-12.png?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-12.png?resize=300%2C150&amp;ssl=1 300w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-12.png?resize=1024%2C512&amp;ssl=1 1024w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-12.png?resize=768%2C384&amp;ssl=1 768w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-12.png?resize=1536%2C768&amp;ssl=1 1536w, https:\/\/i0.wp.com\/tenjin.com\/wp-content\/uploads\/2023\/09\/image-12.png?resize=18%2C9&amp;ssl=1 18w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/figure>\n\n\n\n<p>Con esta nueva actualizaci\u00f3n, Apple consolida su estatus como \u00fanico proveedor de datos de atribuci\u00f3n y acelera el cambio de rol de las SAN como Facebook. Adem\u00e1s, las MMP empezar\u00e1n a cambiar sus roles hablaban de&nbsp;<a href=\"https:\/\/tenjin.com\/es\/blog\/ios-14-5-the-imminent-role-change-of-facebook-mmps\/\">aqu\u00ed<\/a>. En iOS 15, cualquier desarrollador puede consumir postbacks de atribuci\u00f3n de instalaci\u00f3n en iOS, independientemente del tama\u00f1o de la empresa. Los SAN ya no tienen muchos argumentos para autoatribuirse.  Los desarrolladores pueden crear una infraestructura para capturar, procesar y analizar los datos de postback de SKAdNetwork sin preocuparse de que las RAS se autoatribuyan sus propios deberes.<\/p>\n\n\n\n<p>Las nuevas versiones de iOS suelen lanzarse en oto\u00f1o, muy probablemente en septiembre. Ser\u00e1 una actualizaci\u00f3n positiva y digna de esperar. Sin embargo, hay que tener en cuenta que m\u00e1s datos conllevan m\u00e1s retos. Tenjin crear\u00e1 la infraestructura necesaria para que los desarrolladores puedan capturar y analizar todos estos datos con mayor facilidad.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">La conciliaci\u00f3n de datos va a ser el principal reto de iOS 15<\/h2>\n\n\n\n<p>iOS 15 aporta transparencia a los conjuntos de datos de SKAdNetwork, pero eso no significa que vuelvan los brillantes informes de UA de la \u00e9poca anterior a iOS 14. Los anunciantes se quedan con piezas de rompecabezas de datos dispersas que tienen que ensamblar ellos mismos. He aqu\u00ed un ejemplo sencillo:<\/p>\n\n\n\n<p>Un identificador de campa\u00f1a SKAdNetwork es diferente de una red publicitaria&nbsp;<a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\/verifying_an_install-validation_postback\">identificador de campa\u00f1a<\/a>. SKAdNetwork tiene datos de atribuci\u00f3n, mientras que la red publicitaria tiene el gasto publicitario y sus propios metadatos de campa\u00f1a. Si desea calcular una m\u00e9trica sencilla como el IPC en la dimensi\u00f3n de la campa\u00f1a, tendr\u00e1 que relacionarlos. Las redes publicitarias pueden calcularlo por usted, pero algo me dice que los anunciantes querr\u00e1n hacerlo internamente con los datos que han recibido de Apple para verificar que no se les est\u00e1 cobrando por cosas que no son v\u00e1lidas.<\/p>\n\n\n\n<p>Otro ejemplo es un poco m\u00e1s complicado. Una de las pocas cosas buenas de SKAdNetwork para el marketing de resultados es&nbsp;<a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\/verifying_an_install-validation_postback\">source-app-id data<\/a>. Tradicionalmente, las redes publicitarias de terceros no revelan las fuentes de sus aplicaciones, y result\u00f3 que la introducci\u00f3n de SKAdNetwork por Apple no iba a hacerles cambiar de opini\u00f3n. Las redes publicitarias siguen sin estar dispuestas a compartir los datos del identificador de la aplicaci\u00f3n de origen en las devoluciones de SKAdNetworks a desarrolladores o MMP. Sin embargo, iOS 15 permite a los anunciantes obtener estos datos directamente de Apple, por lo que pueden utilizar los metadatos de la aplicaci\u00f3n de origen. Unir estos conjuntos depender\u00e1 del desarrollador, pero al menos existe la opci\u00f3n.<\/p>\n\n\n\n<p>En Tenjin, queremos asegurarnos de que estos datos ayuden a los editores de aplicaciones a tomar decisiones informadas sobre sus campa\u00f1as de UA. Y esto requiere no solo almacenar los datos, sino tambi\u00e9n proporcionar herramientas y formaci\u00f3n para conciliar nuevos conjuntos de datos en torno a la agregaci\u00f3n de gastos, SKAdNetwork y la atribuci\u00f3n determinista.<\/p>\n\n\n\n<p>Ya nos hemos puesto en contacto con algunos de nuestros clientes para conocer sus ideas sobre el an\u00e1lisis de datos despu\u00e9s de iOS 15. No dude en enviarnos un correo electr\u00f3nico a&nbsp;<a href=\"mailto:info@tenjin.com\">info@tenjin.com<\/a>si hay determinadas funciones de producto que quieres ver en nuestra hoja de ruta para iOS 15.<\/p>","protected":false},"excerpt":{"rendered":"<p>The adoption rate of iOS 14.6 is reaching the 50% mark. Not surprisingly, there is a direct correlation between the adoption rates and the ad spend (detailed graph is available in the post). A lot of it is due to the reluctance of advertisers to spend significant amounts of budgets on\u00a0SKAdNetwork. Instead of iOS, \u00a0developers&#8230;<\/p>","protected":false},"author":5,"featured_media":8456,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[10],"tags":[],"class_list":["post-8455","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-skadnetwork"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Rising iOS 14.6 adoption rate lowers iOS ad spend. iOS 15 helps advertisers but also introduces new challenges - Tenjin<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/tenjin.com\/es\/blog\/ios-15-new-challenges\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Rising iOS 14.6 adoption rate lowers iOS ad spend. iOS 15 helps advertisers but also introduces new challenges - Tenjin\" \/>\n<meta property=\"og:description\" content=\"The adoption rate of iOS 14.6 is reaching the 50% mark. Not surprisingly, there is a direct correlation between the adoption rates and the ad spend (detailed graph is available in the post). A lot of it is due to the reluctance of advertisers to spend significant amounts of budgets on\u00a0SKAdNetwork. 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