Strange iOS / Andoird Bidding Behavoir


#1

We’ve been noticing some odd trends with all of our programmatic partners, which show that our iOS traffic is actually worth significantly less than our android traffic even pre-dating the iOS 11 update. Has anyone else experienced this?

We also have recently noticed that our % of iOS users who have ‘storage IDs’ (identifying information that usually yields higher CPMs) actually increased rather than decreased following the iOS 11 update. However, this % is till only roughly 4% of inventory. Has anyone else experienced this either? Any insights would be greatly appreciated!

Thanks!
Emily


#2

That is a great question! From my understanding, Safari for mobile has always disallowed 3rd-party cookies. Since iOS users are highly likely to use Safari, it makes sense that iOS traffic has been significantly less valuable since long before the updates.

I have read articles like this in the past about workarounds for this issue, https://baycloud.com/thirdparty-redirect, but have not been able to verify the efficacy of such an approach.

Have any other publishers had success in working around this complication?