L.L. Bean’s iAd initiative focuses on top-of-funnel campaigns, in part because the ads run in-app where click-through rates are lower.
To measure true success, the retailer plans to explore algorithmic attribution modeling. Allen also said he isn’t sure if Apple will allow something like a hashed email address to be used by an advertiser for attribution purposes. If allowed, it would provide a rich source of attribution.
“One of the things we’re sorting through with Apple, which is the same with Facebook and other providers, is data,” Allen said. “They’re very concerned with the privacy of their consumers. I appreciate that as a consumer of Apple products, but it also presents challenges.”
As with other major ad players like Google and Facebook, Apple guards its users’ data. While walled gardens please consumers, they frustrate advertisers as they complicate tracking users across environments.
“It makes it tough to manage holistic campaigns across everything,” Allen said. “You have all these siloed publisher environments. But that’s where consumers are and where they’re interacting, and you’ve got to figure it out.”