PCM is now capable of supporting in-app advertising with new API for SFSafariViewController. Our intro blog post covered this request in the FAQ section, and we said “We are interested in this but don’t have a solution yet.” Today we have a solution. They want a seamless in-app experience for users who tap on an ad, check out the product page, decide to buy or not, and then want to go back to the hosting app. It could be a limited offer or a product priced so that the user doesn’t feel like they have to think it over.ĭevelopers and advertisers have told us they want to be able to provide more of an in-app experience for direct response advertising, rather than take the user to the device’s browser. In such cases, the user is not expected to think about converting for an extended period of time, but rather take action directly on the webpage they land on. When to Handle the Tap In-AppĪnother form of click-through advertising is called direct response. They’ll either look up the tab where they left off, use a bookmark they might have saved, use their search provider to find the right webpage, or enter the website’s address directly in the URL bar.įor the stored click data to be readily available when the user re-engages in this fashion, the initial click needs to take the user to their browser. Stored clicks in PCM are valid for 7 days and customers who are ready to take action only after a few hours or days, will most likely go find the merchant website in their browser. This was designed to support re-engagement. PCM app-to-web in iOS 14.5 had to take the user to the device’s browser. When to Take the User To the Device’s Browser Our introductory blog post on PCM featured two important FAQ entries on app-to-web advertising – on the subject of taking the user to the device’s browser and on the subject of an in-app experience. User activity and interaction with SFSafariViewController are not visible to your app which means users can safely browse the web in it and you do not need to secure data between your app and SFSafariViewController.
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SFSafariViewController is a ready-built in-app web browser on iOS/iPadOS with full-fledged Safari features such as Reader, AutoFill, Fraudulent Website Detection, content blocking, and bookmarks. Its privacy-preserving nature means it can be used without getting the user’s permission to track according to AppTrackingTransparency. PCM shipped in iOS/iPadOS 14.5 and in Safari 14.1 on macOS. The net result is a report that says “Someone who clicked ad X on website A later converted with value Y on website B.” The combined 8+4 bits of data is sent to both the click source and destination in an attribution report that doesn’t carry any user or device identifiers. It allows for 8 bits of data on the click source site to be combined with 4 bits of data on the click destination site to measure which advertising is driving sales. PCM is a proposed web standard for measuring the effectiveness of click-through advertising in a privacy-preserving way.
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Private Click Measurement (PCM) can now be used for in-app direct response advertising using SFSafariViewController.