{"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\/pt\/blog\/ios-15-new-challenges\/","title":{"rendered":"A crescente taxa de ado\u00e7\u00e3o do iOS 14.6 reduz os gastos com publicidade no iOS. O iOS 15 ajuda os anunciantes, mas tamb\u00e9m introduz novos desafios"},"content":{"rendered":"<p class=\"translation-block\">A taxa de ado\u00e7\u00e3o do iOS 14.6 est\u00e1 a atingir a marca dos 50%. N\u00e3o surpreendentemente, existe uma correla\u00e7\u00e3o direta entre as taxas de ado\u00e7\u00e3o e os gastos com publicidade (o gr\u00e1fico detalhado est\u00e1 dispon\u00edvel no post). Muito disso se deve \u00e0 relut\u00e2ncia dos anunciantes em gastar quantias significativas de or\u00e7amentos na <a href=\"http:\/\/blog.tenjin.com\/ios-14-mmp-free-publisher-guide\/\" target=\"_self\">SKAdNetwork<\/a>. Em vez de iOS, os desenvolvedores est\u00e3o <a href=\"https:\/\/ghostwhite-antelope-160361.hostingersite.com\/blog\/ios-14-mmp-free-publisher-guide\/\" target=\"_self\">usando seus or\u00e7amentos para promover aplicativos Android, que s\u00e3o mais mensur\u00e1veis.<\/a> No entanto, h\u00e1 uma luz no fim do t\u00fanel ou pelo menos algumas boas not\u00edcias - ap\u00f3s o iOS 15, os anunciantes podem receber c\u00f3pias dos postbacks da SKAdNetwork.<img src=\"https:\/\/lh4.googleusercontent.com\/7vfQJChy6zE2-GIQT5ZFKkt3ZdyPQjM1QPsGrNDaf-cHv07qSnI7yXXK-LKiNKVgTHjONum9medc64NFnv28IM6fxd-kCWzbFo8h_p3TPCuuuehu6_h-T3w9GtFVKfgt742YkBlu\" class=\"\"><\/p>\n\n\n\n<p>Os sinais indicam que os gastos com iOS continuar\u00e3o a diminuir at\u00e9 que os anunciantes descubram como realizar campanhas lucrativas atrav\u00e9s da SKAdNetwork. \u00c9 claro que uma parte crucial do desenrolar dessa situa\u00e7\u00e3o \u00e9 a evolu\u00e7\u00e3o da SKAdNetwork. A op\u00e7\u00e3o recentemente anunciada de enviar postbacks para os anunciantes \u00e9, sem d\u00favida, um passo na dire\u00e7\u00e3o certa para proporcionar mais transpar\u00eancia.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">O iOS 15 est\u00e1 a tornar a SKAdNetwork mais transparente para os anunciantes<\/h2>\n\n\n\n<p>A WWDC 2021 trouxe um grande e muito aguardado an\u00fancio da SKAdNetwork. Depois que o iOS 15 for lan\u00e7ado, haver\u00e1 uma op\u00e7\u00e3o para que os anunciantes recebam diretamente uma c\u00f3pia de qualquer postback da SKAdNetwork (<a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\/configuring_an_advertised_app\">fonte<\/a>). Originalmente, os postbacks de SKAdNetwork estavam dispon\u00edveis exclusivamente para redes de an\u00fancios. Isso ajuda por v\u00e1rios motivos:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Os programadores podem ver dados de postback mais granulares nos seus armaz\u00e9ns de dados ou no DataVault se utilizarem o Tenjin<\/li>\n\n\n\n<li>Os programadores podem verificar o que as redes de publicidade est\u00e3o a receber para efeitos de fatura\u00e7\u00e3o e cobran\u00e7a<\/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>Com esta nova atualiza\u00e7\u00e3o, a Apple consolida o seu estatuto de \u00fanico fornecedor de dados de atribui\u00e7\u00e3o e acelera a mudan\u00e7a de fun\u00e7\u00e3o de SANs como o Facebook. Al\u00e9m disso, as MMPs come\u00e7ar\u00e3o a mudar as suas fun\u00e7\u00f5es, o que \u00e9 falado sobre&nbsp;<a href=\"https:\/\/tenjin.com\/pt\/blog\/ios-14-5-the-imminent-role-change-of-facebook-mmps\/\">aqui<\/a>. No iOS 15, qualquer programador pode consumir postbacks de atribui\u00e7\u00e3o de instala\u00e7\u00e3o no iOS, independentemente da dimens\u00e3o da empresa. Os SANs j\u00e1 n\u00e3o t\u00eam muitos argumentos para se auto-atribu\u00edrem.  Os desenvolvedores podem criar uma infraestrutura para capturar, processar e analisar os dados de postback da SKAdNetwork sem se preocupar com o fato de que os SANs est\u00e3o classificando seus pr\u00f3prios trabalhos de casa.<\/p>\n\n\n\n<p>As novas vers\u00f5es do iOS s\u00e3o normalmente lan\u00e7adas no outono, muito provavelmente em setembro. Esta vai ser uma atualiza\u00e7\u00e3o positiva e que vale a pena aguardar com expetativa. No entanto, n\u00e3o se esque\u00e7a de que mais dados trazem mais desafios. A Tenjin ir\u00e1 criar infra-estruturas relevantes para este lan\u00e7amento, para que os programadores possam captar e analisar tudo isto mais facilmente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A reconcilia\u00e7\u00e3o de dados vai ser o principal desafio do iOS 15<\/h2>\n\n\n\n<p>O iOS 15 traz transpar\u00eancia aos conjuntos de dados da SKAdNetwork, mas isso n\u00e3o significa que os relat\u00f3rios UA brilhantes dos tempos pr\u00e9-iOS 14 estejam de volta. Os anunciantes ficam com pe\u00e7as de um puzzle de dados dispersos que t\u00eam de montar eles pr\u00f3prios. Aqui est\u00e1 um exemplo simples:<\/p>\n\n\n\n<p>Um ID de campanha SKAdNetwork \u00e9 diferente de uma rede de an\u00fancios&nbsp;<a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\/verifying_an_install-validation_postback\">id da campanha<\/a>. SKAdNetwork tem dados de atribui\u00e7\u00e3o, enquanto a rede de publicidade tem gastos com an\u00fancios e os seus pr\u00f3prios metadados de campanha. Ter\u00e1 de os mapear em conjunto se quiser calcular uma m\u00e9trica simples como o CPI na dimens\u00e3o da campanha. As redes de publicidade podem calcul\u00e1-los por si, mas algo me diz que os anunciantes v\u00e3o querer faz\u00ea-lo internamente com os dados que receberam da Apple para verificar se n\u00e3o est\u00e3o a ser cobrados por coisas que n\u00e3o s\u00e3o v\u00e1lidas.<\/p>\n\n\n\n<p>Outro exemplo \u00e9 um pouco mais complicado. Um dos poucos aspectos positivos da SKAdNetwork para o marketing de desempenho \u00e9&nbsp;<a href=\"https:\/\/developer.apple.com\/documentation\/storekit\/skadnetwork\/verifying_an_install-validation_postback\">dados do ID da aplica\u00e7\u00e3o-fonte<\/a>. Tradicionalmente, as redes de publicidade de terceiros n\u00e3o divulgam as fontes das suas aplica\u00e7\u00f5es e verificou-se que a introdu\u00e7\u00e3o da SKAdNetwork pela Apple n\u00e3o iria fazer com que mudassem de ideias. As redes de publicidade ainda n\u00e3o est\u00e3o dispostas a partilhar os dados de ID da aplica\u00e7\u00e3o de origem nos postbacks da SKAdNetworks para os programadores ou MMPs. No entanto, o iOS 15 permite que os anunciantes obtenham esses dados diretamente da Apple, para que possam utilizar os metadados da aplica\u00e7\u00e3o de origem. A jun\u00e7\u00e3o destes conjuntos ser\u00e1 da responsabilidade do programador, mas pelo menos existe a op\u00e7\u00e3o dispon\u00edvel.<\/p>\n\n\n\n<p>Na Tenjin, queremos garantir que esses dados ajudem os editores de aplicativos a tomar decis\u00f5es fundamentadas sobre suas campanhas de UA. E isso requer n\u00e3o apenas o armazenamento dos dados, mas tamb\u00e9m o fornecimento de ferramentas e treinamento para conciliar novos conjuntos de dados sobre agrega\u00e7\u00e3o de gastos, SKAdNetwork e atribui\u00e7\u00e3o determin\u00edstica.<\/p>\n\n\n\n<p>J\u00e1 contact\u00e1mos alguns dos nossos clientes para conhecer as suas ideias para a an\u00e1lise de dados ap\u00f3s o iOS 15. N\u00e3o hesite em enviar-nos um e-mail para&nbsp;<a href=\"mailto:info@tenjin.com\">info@tenjin.com<\/a>Se h\u00e1 determinadas funcionalidades de produtos que pretende ver no nosso roteiro para o iOS 15.<\/p>","protected":false},"excerpt":{"rendered":"<p>A taxa de ado\u00e7\u00e3o do iOS 14.6 est\u00e1 a atingir a marca dos 50%. N\u00e3o surpreendentemente, existe uma correla\u00e7\u00e3o direta entre as taxas de ado\u00e7\u00e3o e os gastos com publicidade (o gr\u00e1fico detalhado est\u00e1 dispon\u00edvel no post). Muito disso deve-se \u00e0 relut\u00e2ncia dos anunciantes em gastar montantes significativos de or\u00e7amentos na SKAdNetwork. Em vez de iOS, os programadores...<\/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\/pt\/blog\/ios-15-new-challenges\/\" \/>\n<meta property=\"og:locale\" content=\"pt_PT\" \/>\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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