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Posted by on Feb 26, 2013 in Apple, Apps, Mobile | 0 comments

Apple now rejecting Apps using HTML5 Cookie Tracking

Apple now rejecting Apps using HTML5 Cookie Tracking

As reported yesterday by TC, Apple is now rejecting apps that are using HTML5 cookie tracking from the App Store. While this may come as shocking to some, the good news is that over time, the marketplace has developed multiple solutions to mobile ad tracking on iOS.

The confusing ecosystem for marketing attribution in iOS has long been a challenge for app marketers. Back in August of 2011 when Apple announced they were deprecating UDIDs, there was immediate concern among app marketers on how they would track their results.

While on the short term multiple options emerged and gained prominence, including MAC address, digital fingerprinting, HTML5 cookies, Facebook’s newly introduced tracking method, etc.. UDIDs remained the dominant tracking choice for many marketers despite the fact that the transition to Apple’s preferred Advertising Identifier is now well underway.

There are many trade-offs among these options, including accuracy, privacy concerns, user experience, and acceptance by consumers, ad networks, developers, and Apple. Conventional Wisdom from those like Fiksu suggest that the best approach is to support multiple types of marketing attribution.  With that being said, these are the 3 reason they give for doing so.

  • “Future-proofing. Flexibility to use multiple types of tracking lets you adapt to changing market conditions, whether they come as new guidelines from Apple, changing consumer preferences, or new sources or advertising inventory, essentially future-proofing your app marketing strategy. In fact, the Fiksu SDK can simply and remotely disable most tracking methods that our clients choose to move away from.
  • Broadest reach. Different mobile traffic sources use different tracking technologies, and there’s no way to know which sources will perform best for your app marketing needs until you try them. Accessing all the best sources requires supporting multiple tracking systems. And Fiksu’s Platform provides the ability to track and report and all of our clients’ campaigns, including those they run independently, such as email, QR codes, social, and more.
  • Optimal performance. By supporting the maximum number of traffic sources, marketers are assured of always being able to work with the sources that drive he most effective cost per loyal user.”

 

One thing to keep in mind..

There is no evidence – yet – that this is an unilateral action by Apple. While there have been some rejections, HTML 5 tracking remains a viable and well-functioning form of marketing attribution for many app developers – one that closely mimics the long-established desktop standard for 1st party cookies.

The key for app marketers is to support HTML5 tracking in addition to other forms of attribution in case there are additional changes in the ecosystem.

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Kevin is an Online and Mobile Marketing Strategist who has worked with companies of all sizes over the last 6 years. You can follow Kevin on any of the social platforms below.

 
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